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Abstract
This study examines the influence of celebrity-based product place-ments featuring Vice Ganda in ABS-CBN films on fan-consumers' per-ceptions, purchasing intentions, and purchasing behaviors. Using a quantitative correlational research design with 163 fan-consumers from Metro Manila, the study employed survey instruments adapted from Kumar's (2011) questionnaire and grounded in Ohanian's (1990) Source Credibility Tri-Model. Results revealed that fan-consumers held positive perceptions of Vice Ganda's product placements (Mdn = 4.00), exhibited high purchasing intentions (Mdn = 4.00), and demonstrated strong purchasing behaviors (Mdn = 4.00). Correlation analysis re-vealed a strong positive relationship between purchase intentions and purchasing behaviors (r = 0.74, p < .01), a weak positive relationship between perceptions and purchase intentions (r = 0.19, p < .05), and a negligible relationship between perceptions and purchasing behaviors (r = 0.09, p = .25). These findings support a sequential influence model, suggesting that celebrity endorsements operate through a perception-intention-behavior pathway rather than directly from perception to behavior. The study contributes to the theoretical understanding of celebrity influence mechanisms and practical applications for market-ers seeking to optimize product placement strategies in entertainment media.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Acosta, A. R., Del Rosario, A. M. J., Guevara, S. K. D., Salazar, J. K. R., & Arcinas, M. M. (2025). Stardom and Spending: Correlating the Influence of Celebrity-Based Product Placements in ABS-CBN Films on Fan-Consumer Purchasing Intentions and Behaviors. International Journal of Multidisciplinary: Applied Business and Education Research, 6(4), 1758-1770. https://doi.org/10.11594/ijmaber.06.04.16
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Balasubramanian, S. K., Karrh, J. A., & Pat-wardhan, H. (2006). Audience Response to Product Placements: an Integrative framework and future research agenda. Journal of Advertising, 35(3), 115–141. https://doi.org/10.2753/joa0091-3367350308
Baron, R. M., & Kenny, D. A. (n.d..). The mod-erator-mediator variable distinction in social psychological research: Conceptu-al, strategic, and statistical considera-tions. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
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Castro, S., Lacap, J. P., Garbosa, T. M., Jimenez, E., & Mallari, S. F. (2022). Philippine Tel-evision Network Companies' Corporate Social Responsibility Engagements and Electronic Word-of-Mouth: The Interven-ing Role of Consumer-Company Identifi-cation. Journal of Asia-Pacific Business, 23(1), 24–45. https://doi.org/10.1080/10599231.2022.2025643
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De Leon, T. V. A. (2010). Commercializing Movies-The Perception of Filipino Mov-iegoers to Product Placements in Local Films. Iskomunidad. https://iskomunidad.upd.edu.ph/index.php?title=Commercializing_Movies-The_Perception_of_Filipino_Moviegoers_to_Product_Placements_in_Local_Films&oldid=140
Cristobal, C., Del Prado, A. R., Cagampan, A., & Dimaculangan, E. (2022). Brand activism: Impact of woke advertising on the con-sumers' attitude and brand perceptions towards purchase intention. Journal of Business and Management Studies, 4(2), 01–12. https://doi.org/10.32996/jbms.2022.4.2.1
Cruz, K. I. G., Gumban, C. S. A., & Sio, M. N. L. (2022). Effects of Word-of-Mouth among Filipino Youth in Choosing Product Brands. Zenodo (CERN European Organi-zation for Nuclear Research). https://doi.org/10.5281/zenodo.6604758
D’Ambrogio, S., Werksman, N., Platt, M. L., & Johnson, E. N. (2022). How celebrity sta-tus and gaze direction in ads drive visual attention to shape consumer decisions. Psychology and Marketing, 40(4), 723–734. https://doi.org/10.1002/mar.21772
D’Astous, A., & Séguin, N. (1999). Consumer reactions to product placement strategies in television sponsorship. European Jour-nal of Marketing, 33(9/10), 896–910. https://doi.org/10.1108/03090569910285832
Fauziah, H., & Susanto, A. (2023). The Influ-ence of Product Placement and Product Attributes toward Purchase Intention of Subway Sandwich. Zenodo (CERN Euro-pean Organization for Nuclear Research). https://doi.org/10.5281/zenodo.7620345
Gao, Y. (2022). Motivation of fan behavior un-der the influence of psychology and new media. Advances in Social Science, Educa-tion and Humanities Research/Advances in Social Science, Education and Humani-ties Research. https://doi.org/10.2991/assehr.k.220109.069
Granjon, V., & Benedic, R. (2017). Instagram's Social Media Influencers: A Study of Online Popularity From Source Credibil-ity to Brand Attitude. Uppsala University. http://uu.diva-por-tal.org/smash/record.jsf?pid=diva2:1136513
Gupta, P. B., & Gould, S. J. (1997). Consumers' perceptions of the ethics and acceptabil-ity of product placements in movies: product category and individual differ-ences. Journal of Current Issues and Re-search in Advertising, 19(1), 37–50. https://doi.org/10.1080/10641734.1997.10505056
Gupta, R., Kishore, N., & Verma, D. (2015). IM-PACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS' PURCHASE INTEN-TION: A study of Indian consumers. Aus-tralian Journal of Business and Manage-ment Research, 05(03), 01–15. https://doi.org/10.52283/nswrca.ajbmr.20150503a01
Havale, D., & Chaudhari, C. (2020). Critical Study of Branding in Films: Correlation of Brand Promotion, Brand Awareness, Brand Usage, and Brand Recall with Con-sumer Buying Intentions. Gedraf & Organ-isatie Review. https://doi.org/10.37896/GOR33.02/140
Hovland, C. I., & Weiss, W. (1951). The influ-ence of source credibility on communica-tion effectiveness. Public Opinion Quar-terly, 15(4), 635. https://doi.org/10.1086/266350
Huse, O., Reeve, E., Bell, C., Sacks, G., Baker, P., Wood, B., & Backholer, K. (2022). Strate-gies used by the soft drink industry to grow and sustain sales: a case-study of The Coca-Cola Company in East Asia. BMJ Global Health, 7(12), e010386. https://doi.org/10.1136/bmjgh-2022-010386
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Kim, M., & Kim, J. (2020). How does a celebrity make fans happy? Interaction between celebrities and fans in the social media context. Computers in Human Behavior, 111, 106419. https://doi.org/10.1016/j.chb.2020.106419
Kumar, A. (2011). Celebrity endorsements and its impact on consumer buying behav-iour. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1802531
Kydd, J. M. (2019). The impact on, and re-sponses of, viewers to product place-ment : a study of mainstream films. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.801666
Levin, J., & Fox, J. A. (2003). Elementary Statis-tics in Social Research: The Essentials. http://ci.nii.ac.jp/ncid/BB07888619
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Magsalin, C. N., & Roquel, K. I. D. (2023). Cin-ematic Patterns: deciphering the cultural dynamics and movie preferences of the Filipino people. Asian Research Journal of Arts & Social Sciences, 21(4), 94–102. https://doi.org/10.9734/arjass/2023/v21i4496
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Ohanian, R. (1990). Construction and valida-tion of a scale to measure celebrity en-dorsers' perceived expertise, trustwor-thiness, and attractiveness. Journal of Ad-vertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Ong, C. C., Santiago, C. J., & Verdejo, C. K. (2022). Product Placement in Filipino Films: An approach to Consumer Pur-chasing Intention. Journal of Business and Management Studies, 4(1), 179–188. https://doi.org/10.32996/jbms.2022.4.1.21
Osman, S., Yin-Fah, B. C., & Choo, B. H. (2010). Undergraduates and online purchasing behavior. Asian Social Science, 6(10). https://doi.org/10.5539/ass.v6n10p133
Puspanathan, C. A., Kia, K. K., & Subramaniam, C. R. (2024). The ability of brand recall to mediate between product placement and multi-ethnic moviegoer's consumer pur-chase intentions. International Journal of Management Studies, 31(1), 299-334. https://doi.org/10.32890/ijms2024.31.1.11
Ratchford, B. T., Talukdar, D., & Lee, M. (2001). A model of consumer choice of the internet as an information source. In-ternational Journal of Electronic Com-merce, 5(3), 7–21. https://doi.org/10.1080/10864415.2001.11044217
Robson, C., (1993). Real World Research, USA: Blackwell Publishing
Sanchez, J. M. (2022). Vice Ganda: A Voice Against Homophobia? Social Ethics Socie-ty Journal of Applied Philosophy, 15(Special Issue), 9–27. https://ses-journal.com/wp-content/uploads/2022/06/1_Special-Issue-June-2022-1.pdf
Serban, C. (2010). MARKETING COMMUNICA-TION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBIL-ITY. The Annals of the University of Ora-dea Economic Sciences.
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Arellano, G. M. S., Leonor, A. C. D., Palmares, C. B., & Santos, K. K., DC. (2022). The Influ-ence of Social Media Marketing towards Filipino Buying Behavior. Zenodo (CERN European Organization for Nuclear Re-search). https://doi.org/10.5281/zenodo.6598679
Avramova, Y. R., Dens, N., & De Pelsmacker, P. (2021). Brand placement across media: The interaction of placement modality and frequency in film versus text. Journal of Business Research, 128, 20–30. https://doi.org/10.1016/j.jbusres.2021.01.025
Atik, D., & Yurdakul-Sahin, D. (2013). Celebrity Influences on Young Consumers : Guiding the way to the ideal self. Izmir Review of Social Sciences, 1, 65–82.
Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management, 23(1), 30–47. https://doi.org/10.1108/jfmm-07-2018-0091
Balasubramanian, S. K., Karrh, J. A., & Pat-wardhan, H. (2006). Audience Response to Product Placements: an Integrative framework and future research agenda. Journal of Advertising, 35(3), 115–141. https://doi.org/10.2753/joa0091-3367350308
Baron, R. M., & Kenny, D. A. (n.d..). The mod-erator-mediator variable distinction in social psychological research: Conceptu-al, strategic, and statistical considera-tions. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Bolisay, R. (2016). The Good and the Bad: Al-Dub in film. Plaridel, 13(2). https://doi.org/10.52518/2016.13.2-16bolisy
Bolisay, R. (2019). "Yes, you belong to me!": Reflections on the JaDine love team fan-dom in the age of Twitter and the context of Filipino fan culture. Plaridel, 16(2), 41–61. https://doi.org/10.52518/2020.16.2-03bolsay
Cabanting, G., Golosino, S., & Mendoza, P. L. (2016). Kathniel Sensation: A study on how myths in movies featuring Kathniel Love Team converge with teenagers' per-ception on love and courtship. Tuklas. https://drive.google.com/a/up.edu.ph/file/d/0B4z4dtp29sZ7Wl9rcmFsc094aVU/view?usp=sharing
Castillo, K., David, J. A., Mangilet, D. V., & Sap-lagio, J. V. (2021). Kathniels on Lazada: The Role of Fans and its Effect to Celebri-ty Endorsements. JOURNAL OF GLOBAL BUSINESS VOLUME 10 ISSUE 2, 10(2). https://animorepository.dlsu.edu.ph/faculty_research/10345
Castro, S., Lacap, J. P., Garbosa, T. M., Jimenez, E., & Mallari, S. F. (2022). Philippine Tel-evision Network Companies' Corporate Social Responsibility Engagements and Electronic Word-of-Mouth: The Interven-ing Role of Consumer-Company Identifi-cation. Journal of Asia-Pacific Business, 23(1), 24–45. https://doi.org/10.1080/10599231.2022.2025643
Celerio, P. J. H., Cruz, M. R. R., Layco, H. D., & Samson, G. P. C. (2015). Fan Nation: Har-nessing Fandoms For Political Participa-tion. https://eprints.usm.my/31916/
Chang, L. (2011). Factors Influencing Teenag-ers' Purchase Intention towards Celebri-ty-endorsed Apparels: A Case Study. AU-GSB e-JOURNAL, 4(2). http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/497
Cheah, D. (2019). TikTok—The Rising Social Media Platform with 4M Users in Malay-sia? https://www.exabytes.digital/blog/tiktok-rising-social-media-platform-malaysia
Chen, L., Chen, G., Ma, S., & Wang, S. (2022c). Idol worship: How does it influence fan consumers' brand loyalty? Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.850670
De Leon, T. V. A. (2010). Commercializing Movies-The Perception of Filipino Mov-iegoers to Product Placements in Local Films. Iskomunidad. https://iskomunidad.upd.edu.ph/index.php?title=Commercializing_Movies-The_Perception_of_Filipino_Moviegoers_to_Product_Placements_in_Local_Films&oldid=140
Cristobal, C., Del Prado, A. R., Cagampan, A., & Dimaculangan, E. (2022). Brand activism: Impact of woke advertising on the con-sumers' attitude and brand perceptions towards purchase intention. Journal of Business and Management Studies, 4(2), 01–12. https://doi.org/10.32996/jbms.2022.4.2.1
Cruz, K. I. G., Gumban, C. S. A., & Sio, M. N. L. (2022). Effects of Word-of-Mouth among Filipino Youth in Choosing Product Brands. Zenodo (CERN European Organi-zation for Nuclear Research). https://doi.org/10.5281/zenodo.6604758
D’Ambrogio, S., Werksman, N., Platt, M. L., & Johnson, E. N. (2022). How celebrity sta-tus and gaze direction in ads drive visual attention to shape consumer decisions. Psychology and Marketing, 40(4), 723–734. https://doi.org/10.1002/mar.21772
D’Astous, A., & Séguin, N. (1999). Consumer reactions to product placement strategies in television sponsorship. European Jour-nal of Marketing, 33(9/10), 896–910. https://doi.org/10.1108/03090569910285832
Fauziah, H., & Susanto, A. (2023). The Influ-ence of Product Placement and Product Attributes toward Purchase Intention of Subway Sandwich. Zenodo (CERN Euro-pean Organization for Nuclear Research). https://doi.org/10.5281/zenodo.7620345
Gao, Y. (2022). Motivation of fan behavior un-der the influence of psychology and new media. Advances in Social Science, Educa-tion and Humanities Research/Advances in Social Science, Education and Humani-ties Research. https://doi.org/10.2991/assehr.k.220109.069
Granjon, V., & Benedic, R. (2017). Instagram's Social Media Influencers: A Study of Online Popularity From Source Credibil-ity to Brand Attitude. Uppsala University. http://uu.diva-por-tal.org/smash/record.jsf?pid=diva2:1136513
Gupta, P. B., & Gould, S. J. (1997). Consumers' perceptions of the ethics and acceptabil-ity of product placements in movies: product category and individual differ-ences. Journal of Current Issues and Re-search in Advertising, 19(1), 37–50. https://doi.org/10.1080/10641734.1997.10505056
Gupta, R., Kishore, N., & Verma, D. (2015). IM-PACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS' PURCHASE INTEN-TION: A study of Indian consumers. Aus-tralian Journal of Business and Manage-ment Research, 05(03), 01–15. https://doi.org/10.52283/nswrca.ajbmr.20150503a01
Havale, D., & Chaudhari, C. (2020). Critical Study of Branding in Films: Correlation of Brand Promotion, Brand Awareness, Brand Usage, and Brand Recall with Con-sumer Buying Intentions. Gedraf & Organ-isatie Review. https://doi.org/10.37896/GOR33.02/140
Hovland, C. I., & Weiss, W. (1951). The influ-ence of source credibility on communica-tion effectiveness. Public Opinion Quar-terly, 15(4), 635. https://doi.org/10.1086/266350
Huse, O., Reeve, E., Bell, C., Sacks, G., Baker, P., Wood, B., & Backholer, K. (2022). Strate-gies used by the soft drink industry to grow and sustain sales: a case-study of The Coca-Cola Company in East Asia. BMJ Global Health, 7(12), e010386. https://doi.org/10.1136/bmjgh-2022-010386
Karim, S. K. (2019). A Comparison of the Me-dia Consumption Habits of Gen X, Gen Y and Gen Z. Allana Management Journal of Research, 9(2). https://www.aimsjournal.org/uploads/78/6554_pdf.pdf
Kaur, R., Sharma, R. K., & Bakshi, A. (2022). The Persuasive Effect of Product Place-ments: Evidence From an Emerging Mar-ket. Journal of Media Psychology, 34(5), 253–264. https://doi.org/10.1027/1864-1105/a000318
Kim, M., & Kim, J. (2020). How does a celebrity make fans happy? Interaction between celebrities and fans in the social media context. Computers in Human Behavior, 111, 106419. https://doi.org/10.1016/j.chb.2020.106419
Kumar, A. (2011). Celebrity endorsements and its impact on consumer buying behav-iour. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1802531
Kydd, J. M. (2019). The impact on, and re-sponses of, viewers to product place-ment : a study of mainstream films. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.801666
Levin, J., & Fox, J. A. (2003). Elementary Statis-tics in Social Research: The Essentials. http://ci.nii.ac.jp/ncid/BB07888619
Li, V. K., Ongpauco, P. A., & Rubante, J. T. (2022). The impact of viral marketing collateral on brand image: "#Kwen-tongJollibee" advertisement. Journal of Business and Management Studies, 4(1), 264–272. https://doi.org/10.32996/jbms.2022.4.1.28
Magsalin, C. N., & Roquel, K. I. D. (2023). Cin-ematic Patterns: deciphering the cultural dynamics and movie preferences of the Filipino people. Asian Research Journal of Arts & Social Sciences, 21(4), 94–102. https://doi.org/10.9734/arjass/2023/v21i4496
McGuire, W. J. (2004). Toward social psychol-ogy's second century. In American Psy-chological Association eBooks (pp. 558–590). https://doi.org/10.1037/10117-040
Min, J. H. J., Chang, H. J. J., Jai, T. C., & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion and Textiles, 6(1). https://doi.org/10.1186/s40691-018-0159-8
Ohanian, R. (1990). Construction and valida-tion of a scale to measure celebrity en-dorsers' perceived expertise, trustwor-thiness, and attractiveness. Journal of Ad-vertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Ong, C. C., Santiago, C. J., & Verdejo, C. K. (2022). Product Placement in Filipino Films: An approach to Consumer Pur-chasing Intention. Journal of Business and Management Studies, 4(1), 179–188. https://doi.org/10.32996/jbms.2022.4.1.21
Osman, S., Yin-Fah, B. C., & Choo, B. H. (2010). Undergraduates and online purchasing behavior. Asian Social Science, 6(10). https://doi.org/10.5539/ass.v6n10p133
Puspanathan, C. A., Kia, K. K., & Subramaniam, C. R. (2024). The ability of brand recall to mediate between product placement and multi-ethnic moviegoer's consumer pur-chase intentions. International Journal of Management Studies, 31(1), 299-334. https://doi.org/10.32890/ijms2024.31.1.11
Ratchford, B. T., Talukdar, D., & Lee, M. (2001). A model of consumer choice of the internet as an information source. In-ternational Journal of Electronic Com-merce, 5(3), 7–21. https://doi.org/10.1080/10864415.2001.11044217
Robson, C., (1993). Real World Research, USA: Blackwell Publishing
Sanchez, J. M. (2022). Vice Ganda: A Voice Against Homophobia? Social Ethics Socie-ty Journal of Applied Philosophy, 15(Special Issue), 9–27. https://ses-journal.com/wp-content/uploads/2022/06/1_Special-Issue-June-2022-1.pdf
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