Clickbait Advertisement and Its Effect to Customer Purchasing Decision
Authors
Bachelor of Science in Business Administration Major in Marketing Management, Polytechnic University of the Philippines-Cabiao Campus, Nueva Ecija (Philippines)
Bachelor of Science in Business Administration Major in Marketing Management, Polytechnic University of the Philippines-Cabiao Campus, Nueva Ecija (Philippines)
Bachelor of Science in Business Administration Major in Marketing Management, Polytechnic University of the Philippines-Cabiao Campus, Nueva Ecija (Philippines)
Bachelor of Science in Business Administration Major in Marketing Management, Polytechnic University of the Philippines-Cabiao Campus, Nueva Ecija (Philippines)
Bachelor of Science in Business Administration Major in Marketing Management, Polytechnic University of the Philippines-Cabiao Campus, Nueva Ecija (Philippines)
Article Information
DOI: 10.47772/IJRISS.2026.100601241
Subject Category: Marketing
Volume/Issue: 10/6 | Page No: 18024-18047
Publication Timeline
Submitted: 2026-06-21
Accepted: 2026-06-26
Published: 2026-07-16
Abstract
This study aimed to determine the effect of clickbait advertisements on customer purchasing decisions, with the specific objective of evaluating whether such advertisements can serve as effective tools for providing essential information about new or existing products and services—particularly in terms of perceived usefulness and perceived ease of use. It also examined how psychological factors influence consumer perceptions, guided by the Theory of Planned Behavior, focusing on variables such as attitude, subjective norms, and perceived behavioral control. To collect relevant data, the researcher employed a descriptive quantitative research design involving 100 purposively selected respondents from Cabiao. The study analyzed the responses using statistical tools such as weighted mean, Likert scale, and Spearman’s rho, in order to determine both the level of effectiveness and the strength of relationships among variables.
Keywords
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References
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