Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 6 no. 4 (2025)

Stardom and Spending: Correlating the Influence of Celebrity-Based Product Placements in ABS-CBN Films on Fan-Consumer Purchasing Intentions and Behaviors

Arabella R. Acosta | Aliyah Monina J. Del Rosario | Sofia Kristen D. Guevara | Jeremy Kirsten R. Salazar | Myla M. Arcinas

Discipline: Cultural Studies

 

Abstract:

This study examines the influence of celebrity-based product place-ments featuring Vice Ganda in ABS-CBN films on fan-consumers' percep-tions, purchasing intentions, and purchasing behaviors. Using a quanti-tative 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 Credi-bility Tri-Model. Results revealed that fan-consumers held positive per-ceptions of Vice Ganda's product placements (Mdn = 4.00), exhibited high purchasing intentions (Mdn = 4.00), and demonstrated strong pur-chasing behaviors (Mdn = 4.00). Correlation analysis revealed a strong positive relationship between purchase intentions and purchasing be-haviors (r = 0.74, p < .01), a weak positive relationship between percep-tions and purchase intentions (r = 0.19, p < .05), and a negligible rela-tionship 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-be-havior pathway rather than directly from perception to behavior. The study contributes to the theoretical understanding of celebrity influence mechanisms and practical applications for marketers seeking to opti-mize product placement strategies in entertainment media.



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