UST Thesis - Love Ko Pa Rin Ba 'To - The Intention of Filipinos To Support McDonald's Philippines During The COVID-19 Pandemic

LOVE KO PA RIN BA 'TO?
- THE INTENTION OF FILIPINOS

TO SUPPORT MCDONALD’S PHILIPPINES DURING THE
COVID-19 PANDEMIC
An undergraduate thesis presented to the

Department of Communication and Media Studies
Faculty of Arts and Letters
University of Santo Tomas
In partial fulfillment of the requirements for the degree

Bachelor of Arts in Communication
By
Jamie Pauline N. Ang

Justine Miguel P. Tejano
Belle Andrea G. Zoleta
2022
UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS ii
ABSTRACT
McDonald’s Philippines launched several CSR campaigns - the M
Safe, McDonald’s Kindness Kitchen, McClassroom, and Ingat Angat
campaign, to address those who are greatly affected by the COVID-19
pandemic as well as to establish a relevant brand identity. This challenge
leads to the question of how the brand’s CSR Campaigns affect the attitude,
subjective norm, and perceived behavioral control of the participants of the
study, also analyzing the moderating role of exposure to these campaigns
as a factor. In order to answer this, the study’s framework was founded upon
Ajzen’s (1991) and Bautista et al.’s (2017) Theory of Planned Behavior
model, integrating McDonald’s Philippines’ CSR Campaigns as the
moderating variable for the study’s analysis. The quantitative study
implemented a guided response type of survey research which employed
18-24 years old UST AB Communication student participants.
The findings indicate that attitude, subjective norm, and perceived
behavioral control, are significant determinants of an individual’s intention
to support McDonald’s Philippines and that McDonald’s Philippines’ CSR
Campaigns reinforce only an individual’s attitude in relation to their intention
to support their brand which further increases the already existing brand
love and brand loyalty of the consumers. The challenge for the brand is to
continue making ads in the tone of CSR messaging and to overcome the
UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS
challenge of translating the existing brand love and brand loyalty into
purchasing behavior. Future researchers may try to see other moderating
factors that may affect consumer behavior, studying concepts in
greenwashing, service quality, perceived user experience, brand activism,
and other factors that may contribute to this percentage.
Keywords: COVID-19, McDonald’s, CSR Campaigns, Theory of Planned
Behavior, Purchase Intention

CERTIFICATE OF APPROVAL FOR DEFENSE
This Thesis entitled
LOVE KO PA RIN BA 'TO? - THE INTENTION OF FILIPINOS

TO SUPPORT MCDONALD’S PHILIPPINES DURING THE
COVID-19 PANDEMIC
prepared and submitted by
JAMIE PAULINE N. ANG

JUSTINE MIGUEL P. TEJANO
BELLE ANDREA G. ZOLETA
has been ACCEPTED and APPROVED for Oral Examination, for the fulfilment of
the requirements for the degree of Bachelor of Arts in Journalism Program.
PROF. NOEL I. MURAD, MMC

Adviser
ASST. PROF. ANNA CIELO TIMBOL-PEREZ, M.A.

Thesis Coordinator, Communication Arts Program
ADVISER’S GRADE: ____________

(written and countersigned)
Date: _______________
DECLARATION OF ORIGINALITY
This is to declare that the content of this thesis is a product of my work

despite the assistance I have sought from other materials and persons, all
of which I have cited, in terms of content, style and presentation.
I declare that I have written this thesis with utmost faithfulness to the
Thomasian Code of Honor.
JAMIE PAULINE N. ANG

JUSTINE MIGUEL P. TEJANO
BELLE ANDREA G. ZOLETA
Date: _____________________
PROF. NOEL I. MURAD, MMC
Date: ____________________
Plagramme Checker
The researchers utilized SafeAssign, a plagiarism checker software
designed to detect academic integrity, to test the authenticity and validity of
the study. Upon testing, the originality report showed a 5% overall match
from the research paper which presents its low risk of plagiarism, indicating
the originality and reliability of the study. Figure I shows the results of the
test conducted with SafeAssign.
Figure I: SafeAssign Plagiarism Checker Results

UNIVERSITY OF SANTO TOMAS FACULTY OF ARTS AND LETTERS v
Acknowledgments
The study would not have been possible without the guidance of the
researchers’ adviser, Prof. Noel I. Murad, MMC. Throughout the entire
process of the study, Prof. Murad, MMC has continued to inspire the
researchers in the pursuit of knowledge and deeper understanding towards
advertising and the market. The amount of faith the researchers have
received from Prof. Murad, MMC was what ultimately made the study all the
more refined and infallible. Perhaps, the greatest part of this study lies not
in the words and chapters involved in the research itself, but in the
exchange of words, ideas, conversations, and memories that Prof. Murad,
MMC has had with the researchers.
Besides our adviser, Prof. Murad, MMC, we would also like to thank
our panelists, Asst. Prof. Gwenetha Y. Pusta, PhD, and Asst. Prof. Beyan
A. Hagos, PhD. Their comments, suggestions, and critical questioning
largely contributed to the researchers’ goal of creating accurate and detailed
analysis of the study.
Lastly, we would like to thank our friends and family for their unending
support and motivation. Without them, we wouldn’t be able to give our best
in writing this research paper. They are our inspiration and they play a huge
part in this success.

Table of Contents
Abstract ii
Acknowledgments v
Chapter 1.0 Introduction 01
1.1 Background of the Study 01
1.2 Research Questions 08
1.3 Research Objectives 10
1.4 Significance of the Study 10
1.5 Scope and Limitations 12
Chapter 2.0 Review of Related Literature 13
2.1 Advertising on Facebook 13
2.2 Brand Advertising during the pandemic 20
2.3 Consumer Behavior Pre and During COVID-19 27
2.4 Corporate Social Responsibility (CSR) 34
2.5 Synthesis 39
Chapter 3.0 Theoretical and Conceptual Framework 43
3.1 Theoretical Framework 43
3.2 Conceptual Framework 46
3.3 Operational Framework 49
3.4 Hypotheses 50
Chapter 4.0 Methodology 52
4.1 Research Design 52
4.2 Sampling 54
4.3 Instrumentation / Research Instruments 54
4.4 Data Gathering 55
4.5 Mode of Analysis 59
Chapter 5.0 Analysis 62

5.1. Descriptives 62
5.2 One-Way ANOVA 66
5.3 Correlation Matrix 67
5.4 Linear Regression 69
5.5 Moderation Analysis 71
5.6 Summary of Hypotheses 73
Chapter 6.0 Conclusions, Implications, and Recommendations 76
6.1 Conclusion 76
6.2 Implications 78
6.3 Recommendations 79
List of Figures and Images
Figure 1: Figure 1. Daily confirmed COVID-19 cases globally 02

Figure 2: Daily confirmed COVID-19 deaths globally 03
Figure 3: Test conducted per new confirmed case of COVID-19 03
Figure 4: The Theory of Planned Behavior 45
Figure 5: Conceptual Framework 47
Figure 6: Operational Framework 49
Figure 7: Survey Questions 56
Figure 8: Cronbach’s α of the survey’s pretest 60
Figure 9: Descriptive analysis of Respondents’ Profile 62
Figure 10: Results of Descriptive analysis of variables 64
Figure 11: Data analysis using One-Way ANOVA 66
Figure 12: Data analysis using Correlation Matrix 67
Figure 13: Result of Linear Regression Analysis 70
Figure 14: Results of Moderation analysis 72

Figure 15: Hypotheses Test Results 73
Figure 16: Conceptual Framework with corresponding p-values 75
References / Bibliography 81
Appendix A: Survey Questionnaire 101
Chapter 1
Introduction
1.1 Background of the Study
One of the most recent public health emergencies of global concern is
the recent COVID-19 pandemic (Tria, 2020). Habes et al. (2020) believe
that coronavirus is a dangerous disease that can cause death and victimize
a huge number of people after its occurrence in December 2019 in Wuhan,
China. The virus is transmissible between humans and has caused a
worldwide pandemic (Yuki et al., 2020). In addition, according to WHO
(2020), COVID-19 is a newly discovered infectious disease that has rapidly
spread throughout the world infecting nearly 32 million people worldwide.
Eyada (2021), added that the COVID-19 pandemic has changed the
environment in several ways; in general, many aspects of human behavior
have changed, and more are expected to change in the future especially in
this time of uncertainty. According to the Our World in Data report on May
21, 2021, the following data showed that from March 2020 up to May 2021
there is a huge increase in the daily confirmed cases as well as death cases
due to the COVID-19 virus. Because of these, it has resulted in widespread
disruption such as travel restrictions (Chinazzi et al., 2020), closure of
schools (Viner et al., 2020), global economic recession (Fernandes, 2020),
1
political conflicts (Barrios & Hochberg, 2020), racism (Habibi et al., 2020),
and misinformation and controversies (Enitan et al., 2020).
Figure 1. Daily confirmed COVID-19 cases globally (Hopkins University, 2021).
2
Figure 2. Daily confirmed COVID-19 deaths globally (Hopkins University, 2021).
Figure 3. Test conducted per new confirmed case of COVID-19
(Hopkins University, 2021).
3
According to (Peeri et al., 2020) the prevalence of the COVID-19 was
much greater than SARS. This disease is a major healthcare challenge and
is unfavorably affecting each field of life (Habes et al., 2020). The fight
against the threats to the COVID-19 pandemic suffered profound effects
and impacts on almost all sectors of the human race. Since the COVID-19
pandemic started, it established the mounting importance of social media
advertising (Mason, 2021). Consumer behavior has changed, with sudden
buying decisions and product preferences leading to a shift in advertisement
strategies and execution across all media (Eyada, 2021). This paradigm
shift of having to prioritize health, safety, and everyday precaution has
become the new norm, hence the background behind the term (Coleman,
2020).
Advertising in the 21st Century has become a powerful tool of
persuasive communication, utilizing the strategies of brand communication
in which Moriarty et al. (2015) define as aspects of different marketing
communication messages that effectively encompasses the brand
cohesively and consistently (p. 65). The consumption of media now often
occurs through mobile screens (Grainge & Johnson, 2015). Companies are
increasingly allocating more of their marketing spending to social media
programs. (Hudson et al., 2016). Additionally, Hudson et al. (2016) state
that companies use social media for interacting with their current and
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prospective customers with the aim of gathering useful marketing insights
from them. Most of the marketers surveyed indicated that they are planning
to shift a part of their advertising budget from traditional media to social
media (Curran et al., 2011).
The recent outbreak of the COVID-19 pandemic has challenged the
market to formulate a “new normal” strategy of promotions within social
media (Mason, 2021). The effect of social media within the principality of
consumer behavior ranges from highlighting the influence of word-of-mouth
to strengthening business-to-consumer relationships (Madlberger &
Kraemmer, 2019). Many businesses are exploiting the new web-based tools
in order to achieve fast and efficient information on consumers' needs and
preferences (Curran et al., 2011). With the goals of having to produce
public content as a means of effectively communicating to the brand’s
audience, establishing a presence in the social media landscape, all the
while being sensitive to the external threats posed by environmental and
health hazards (McCormick, 2021).
Perhaps one of the best examples of how a brand acknowledged
COVID-19 and managed to respond to this challenge is what McDonald’s
Philippines did with their various campaigns amidst the pandemic. As the
world's largest fast-food restaurant chain, McDonald’s Philippines
operations are naturally founded and rely heavily upon the idea of face-to-
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face daily contacts with customers and with COVID-19 becoming a
dangerous challenge for occupational health, especially to workers in
shops, bars, restaurants, fast food, and delivery services whose nature of
work is to service a large number of customers on a daily basis, exposure
to infected persons are at an increased risk. (Burdorf et al., 2021)
As an answer to this, McDonald’s Philippines launched their M Safe
campaign in June of 2020, ensuring the safety of their establishment and
personnel as well as guidelines and measures that they’ve implemented in
their stores, employees, and their order and delivery system. They’ve also
added the role of a safety manager which ensures that the safety guidelines
are implemented and observed at their establishments.
Besides the risk of occupational health in the fast-food sector,
healthcare personnel and front liners are undoubtedly at an even increased
risk of exposure to COVID-19 due to their close contact with patients
already infected with the virus. Healthcare workers are at the forefront of
remedying the pandemic hence the nationwide attention to their needs
which is deservedly so. (Burdorf et al., 2021) McDonald’s Philippines also
recognizes the gravity of its situation and acknowledges the important role
of our frontline workers in combatting the pandemic. Hence, in March of
2020, McDonald’s Philippines have partnered with their chosen charity,
Ronald McDonald House Charities (RMHC) to provide meals not only to our
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medical health workers but also to local communities experiencing difficult
times. As of May 21, 2021, McDonald’s Kindness Kitchen has partnered
with numerous brands and has since served over 500,000 meals to nurses,
other front liners, and communities all over the country.
In addition to contributing to the medical health sector, McDonald’s
Philippines has also launched an initiative in light of the difficulty of distance
learning for some teachers because of unconducive teaching environments.
Thus, in October 2020, McDonald’s Philippines launched McClassroom, a
campaign that transformed its vacant party rooms into a work-friendly
environment for teachers to conduct their distance learning lessons. The
McClassroom initiative provides registered teachers free Wi-Fi access and
a complimentary McCafe Premium Roast Coffee. Of course, McDonald’s
Philippines makes sure that their McClassrooms are also M Safe. In
addition, McDonald’s Philippines has also partnered with SMART
Communications in their initiative and has provided 200 units of Smart Bro
Pocket Wi-Fi units to further give teachers reliable access for distance
learning.
Dubbed as the “crossover of the decade”, the private sector-led Ingat
Angat campaign’s main objective was to revitalize the Philippine economy
by empowering Filipino values and exemplifying the safety guidelines by
collaborating with numerous brands. Perhaps the highlight of this October
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2020 campaign was seeing long-time competing giants from different
sectors advocating in solidarity with their competitors. Two of the brands
which are showcased in the ad are McDonald's Philippines and Jollibee
Philippines which have long been each other’s top competitors in the fast-
food industry. According to their adobo Talks interview, the woman behind
the campaign, McDonald’s Philippines’ Managing Director Margot Torres
expressed and highlighted the value of hope and the Filipino resilience with
this campaign, reaching out to over 30 brands to realize and help deliver
this campaign’s message.
Ultimately, McDonald’s Philippines launched a number of CSR
campaigns during the pandemic, all of which were purposely in response to
addressing the needs of those heavily affected by COVID-19 while
simultaneously establishing a relevant identity in the midst of the global
crisis.
1.2 Research Questions
Advertising in the time of the current pandemic has become a
challenge for the market to publish content that can effectively promote their
brand and at the same time, is capable of generating profit; all the while
maintaining an empathetic approach in addressing the pandemic. It has
resulted in changes to advertising, marketing, promotional, and media
8
spends which forces different brands to reevaluate their thinking about
current and future promotions and to revisit their CSR policies and
practices. Following this premise and the case of McDonald’s Philippines
CSR campaigns, the researchers are presented with the opportunity to
determine the following:
RQ1: How does McDonald’s Philippines’ CSR Campaigns influence UST
Communication students' attitudes towards their intention support brand?
Communication students' subjective norm towards their intention support
brand?
Communication students' perceived behavioral control towards their
intention support brand?
RQ4.How does the exposure to a brand’s online CSR campaigns impact
the relationship of attitudes, subjective norms, and perceived behavioral
control with the intention of UST Communication students to support it?
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1.3 Research Objectives
The researchers aim to achieve the following objectives to answer
the aforementioned research questions:
RO1. To analyze the impact of UST Communication students’ attitudes
towards a brand on the intention to support it.
RO2. To analyze the impact of UST Communication students’ subjective
norms towards a brand on the intention to support it.
RO3. To analyze the impact of UST Communication students’ perceived
behavioral control towards a brand on the intention to support it.
RO4. To analyze the moderating effect of a brand’s online CSR
campaigns on the relationship between attitudes, subjective norms, and
perceived behavioral control with the intention of UST Communication
students to support it.
1.4 Significance of the Study
The COVID -19 crisis has shifted the influence towards human
behavior, focusing on the need for survival and reevaluating their
purchasing behavior towards shopping essentials and their personal
healthcare needs. With this premise, the results of the study will serve as a
challenge, not just to McDonald’s Philippines, but to large conglomerates
and leading brands in the market to also recognize this crisis, and their
10
consumers, in a broader perspective thereby humbling their brand and their
intentions of generating profit and maximizing their sales.
The research will incite brands like McDonald’s Philippines, who are
among the top competing brands in their niche, in taking a step backward
from their capitalistic and avaricious approach towards their businesses and
instead revisit their mission, vision, and their core values as a brand. The
findings of the study will also remind brands of the weight towards their
social responsibility which is derived from their global influence, questioning
their consumers’ needs and what their brand can offer to improve their
quality of living. This challenge leads to the question of the brand’s legacy
and lasting message they are imparting, what image they are trying to be
versus how they are perceived by their audience, and rethinking their
strategies towards a more authentic, humane, and empathetic approach to
their advertising.
In the perspective of the consumers, the study will be able to support
them in developing a better understanding of their important role as
independent thinkers to support or oppose a brand that they deem is worthy
of their time, money, and approval, which encourages consumers in their
free decision-making. As an integral figure in advertising and business,
consumers have the power to make or break a brand, the findings of the
study will empower their role and their knowledge as consumers to
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advocate for the right brands that show the amount of acknowledgement
and recognition that consumers deserve from their brand loyalty.
1.5 Scopes and Limitations
This study focuses on the analysis of McDonald’s Philippines’ shift
towards a more time-sensitive and inclusive content on advertising and
marketing due to the environmental changes caused by the pandemic and
its influence to the consumers and their intention to support the brand. The
CSR Campaigns from McDonald’s Philippines that will be to be introduced
in the study will exclusively be from the following campaigns: the
McDonald’s Kindness Kitchen launched in March 2020, the M Safe
campaign of June 2020, and the McClassroom initiative and their
participation in the Ingat Angat Tayong Lahat campaign, both launched in
October 2020. As for the respondents, this study is limited to 18-24 years
old AB Communication students of the University of Santo Tomas.
This study is also delimited to CSR Campaigns initiated by
McDonald’s Philippines only. The chosen brand’s data and statistics will not
be analyzed as part of the study due to its private nature. This study will
disregard the brand’s public materials and or programs that do not cover
the timeline of the above-stated campaigns.
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Chapter 2
Review of Related Literature
This chapter is divided into five sections. The first section explores
Facebook as a platform for advertising, which is supported by Curran et. al
(2011) and Rehman et al. (2014). In addition, in this section, Gaber and
Wright (2014) enumerate the five main factors that affect consumer
attitudes. The second section discusses Brand Advertising during the
pandemic and Eyada’s (2021) viewpoints on how the COVID-19 pandemic
shifted brand advertising execution across all media and how brands’ have
transitioned into social media marketing. The third section about Consumer
Behavior Pre and During COVID-19 states the factors that influence
consumer behavior and the role of COVID-19 in affecting this behavior. The
fourth section discusses Corporate Social Responisibility (CSR) and how it
affects businesses. Lastly, a synthesis was deduced from the previous four
sections, highlighting main points and assessing given opportunities for
future studies.
2.1 Advertising on Facebook
Undoubtedly, social media has become an indispensable aspect of
our lives. Within the context of the Philippines, We Are Social’s Digital 2020
report discovered that, of the 73 million internet users in the Philippines, all
73 million use social media. The Digital 2020 report showed that, among all
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of the social media platforms in the Philippines, Facebook was the most
used by the population, and by February 2020 alone, Facebook was used
by 96 percent of the internet users in the country. The same report by We
Are Social also found out that the Philippines garnered the most active
social media users, spending an average of three hours and 53 minutes
daily.
In Weber’s (2009) description, he describes Facebook as a type of
social media where people who share common interests can communicate
their ideas and comments within a virtual environment. But Curran et al.
(2011) suggest that Facebook is a platform that offers more than Weber’s
definition – Facebook can also be a great marketing medium for
businesses, exploiting its ability of immediate and cost-efficient publishing
as well as promoting discussions, not just amongst friends but amongst
consumers and businesses as well. Facebook allows its consumers to
broadcast their reviews and or frustrations over their purchase, openly and
without bias, and in turn, enables the brands to receive feedback from their
products or services. (p. 27) Rehman et al. (2014) also support this
statement regarding Facebook advertising and feedback, saying that it is:
“interactively helpful in collecting feedback and demographic information of
targeted customers.” The platform makes it possible for the customers to
be able to actively participate in discussions and conversations pertaining
14
to their experience, ideas, interest, and useful information about certain
brands. (p. 396)
Gaber and Wright (2014) classified Facebook advertising in two forms:
Paid advertising and Freeform. Paid advertising capitalizes on the ability of
Facebook to allow its advertisers to customize and specifically cater their
ads to their targeted gender, location, age, and even interests, targeting its
intended audiences with more accurate positioning. When advertisements
appear on the sides of a user’s profile page or home page, this is classified
as a form of Paid advertising. On the other hand, Free form advertising on
Facebook is those brands and businesses that create and establish their
own fan page on the platform. Users are then able to support their favorite
brands and businesses by liking these pages, these supporters are then
recognized as fans. After establishing a fan page, the brand’s respective
social media managers must tend to these fan pages regularly so as to keep
their fans updated about the business’s products and services, as well as
connecting and engaging with the platform’s users. (p. 53)
In the context of Facebook Fan pages, Chaykowski (2016) presented
that in 2016, over 50 million small businesses curated their own Facebook
pages to reach the platform’s individual users, over 4 million of those
businesses paid for advertising on the platform. Because of the developing
prominence of Facebook-based advertising, it is a clear indication that
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brands are recognizing Facebook advertisement as a strategy to attract
customers, with brands opting to include advertising in Facebook amongst
their promotional mix so as to “create awareness in target areas and
influence customers' minds.” Businesses have taken advantage of
Facebook’s rising popularity and hence, have since placed their ads on the
platform in order to create awareness about their brand and to influence the
buying behavior of consumers on the platform. (Rehman et al., 2014) But
Facebook’s platform for advertising doesn’t only cater to small unknown
businesses. The platform’s exceptional method of connecting brands to
their target audience is also a nature that international brands capitalize on.
(Curran et al., 2011) Based on this fact, Rehman et al. (2014) reference the
cases of brands like Audi, a German automobile company, and Dunkin’
Donuts, an American consumers’ product company, who have since
incorporated the medium of social media for interacting directly with their
customers. Audi, has since then, established a good corporate relationship
with their fans on Facebook and in a similar fashion, the New York-based
company of Proper Cloth have since created their brand’s own Facebook
page wherein fans are able to instantly receive regular updates about their
brand and photos of their clothing. The above examples are some of the
leading brands that were able to amass consumers on Facebook all the
while keeping their promotion costs to a minimum. (Rehman et al., 2014) In
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another study by Gaber and Wright (2014) in which analyzes Fast-food
advertising on social media in Egypt, the study looks at the prominent fast-
food brands in the nation and how they operate and advertise their brand
on social media. Fast food chains connect with their customers through their
fan pages which are moderated by the brand’s social media manager.
These moderators regularly post content about their brand’s new product,
promotions, and other forms of interactive content so as to make their
advertisements all the more engaging for the platform’s users. By making
consumers become more engaged with certain brands that they like, brands
can make use of this nature of the platform to form a new basis for
relationship marketing and consumer brand engagement. (p. 54)
Whatever the form, Facebook advertising plays a role in influencing
consumers’ attitudes and behaviors within the platform. DigitasLBi (2016)
revealed that 52 percent of online consumers were influenced by Facebook
with their purchases online and offline. In the study by Gaber and Wright
(2014), they discovered five main factors that affected consumers’ attitudes
towards Facebook advertising, namely: (1) Brand Familiarity, described as
the result of consumers’ amalgamation of their previous experiences with a
certain brand. (2) Incentives, which are the monetary or non-monetary
benefits obtained from a brand’s advertising program. Incentives such as
price discounts particularly boost consumers’ purchasing and product trials.
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(3) Relevance of Advertisement. The study revealed that advertisements
that caught more attention from the consumers and have resulted in more
engagements were ads that consumers deemed were relevant to them.
Because of Facebook advertising’s system of targeting advertisements
according to a user’s interests, this is easily achievable. (4) Referrals from
Friends. Most participants from the study revealed that Facebook friends
who have liked and or commented on a said advertisement had more effect
on them as a consumer and if a large sum of Facebook friends supports a
brand’s fan page, they are, in turn, motivated to become fans of these pages
as well. Users who also are members of a Facebook group expressed
positive attitudes towards social media advertising, suggesting that college
students and users of the same demographic and group were more likely
to convey a positive perspective towards social media advertising. (Chu &
Kim, 2011) Even user-generated content on Facebook such as comments
on a brand’s Facebook page can influence other users' purchasing
behavior, rivaling marketer-generated content on its effectiveness.
(Madlberger & Kraemmer, 2019) Lastly, the factor of (5) Advertising Value
in which participants in the study viewed advertisements with credible,
informative, and contained elements of entertainment to be much more
interesting. Repetitive ads were deemed annoying and participants of the
study exhibited negative attitudes towards ads of the same nature. A study
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by Duffet (2015) on Facebook advertising’s influence on Millennials’
purchasing intention adds that exposure also affects purchase intention
within the demographic, revealing that those who spend two or more hours
on the platform are more largely affected with their purchasing behaviors.
Following the idea that the heavier the amount of time within the platform
exposes users to more advertisements which, in turn, opens more
opportunities for them to form positive attitudes towards these
advertisements, ultimately increasing their purchase intention towards
these products and services.
Personalized advertising has become much more prominent in the
social media landscape, Lukka and James, (2014) even acknowledge this
fact and views Facebook advertising as an effective medium to market
products in a personal way. Advertising through Facebook’s platform is now
made easier, cost-effective, and interesting to connect with a brand’s
targeted audience compared to opting for traditional marketing channels.
Advertisers are now creating different techniques to generate purchase
decisions through effective commercial messaging. (Rehman et al., 2014)
A consumer’s emotional response also affects purchasing behavior and in
the context of Facebook advertising, Rehman et al. (2014) argue that the
platform is an effective source to emotionally motivate consumers in
purchasing the advertised products and services owing to the fact as to how
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Facebook influences liking of products and attitude towards the brands. (p.
397)
2.2 Brand Advertising during the pandemic
According to Eyada (2021), the COVID-19 pandemic has changed the
environment in several ways; in general, many aspects of human behavior
have changed, and more are expected to change in the future especially in
this time of uncertainty. However, Eyada mentioned that the pandemic did
not just cause significant shifts in human behavior in general, but as well as
in consumer behavior, resulting in a substantial shift in media activities and
the advertising industry. Hence consumer behavior has changed, with
sudden buying decisions and product preferences leading to a shift in
advertisement strategies and execution across all media (Eyada, 2021).
Additionally, Gangadharbatla (2021) points out that the relationship
between technology today, and forced lockdowns, stay-at-home orders,
and social distancing have resulted in the emergence of the latest shopping
habits. He also mentioned the study by Palmer (2020) wherein it was stated
that, since the first two quarters of 2020, online shopping and sales have
jumped to 31%. Palmer believes that this sudden peak is due to the
Coronavirus pandemic, with the shift to the new media landscape of online
shopping since the event of the outbreak. Retail and grocery stores had to
adjust to the new setting, else they risk the danger of going out of business.
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Gangadharbatla (2021) points out that the changes in shopping behaviors
predicated by the present COVID-19 pandemic will greatly affect the future
of advertising research in the field (p. 10). Due to this, Eyada (2021) stated
that brands must therefore rethink their ad and marketing processes,
budgets, and strategies. Eyada added that brands should adjust the type of
advertising campaigns and messages that focus on addressing new and
well-developed advertising assets that relate what the brand offers to the
new lifestyle, the new normal the people are living. Also, Eyada mentioned
that brands must be aware of how important it is to adapt and preserve good
relationships with consumers as well as to value product-consumer
engagement. Additionally, brands must address the situation with optimism
and good values that will keep consumers coming back for more through
adapting and reorganizing contents, assessing and becoming fully
conscious of what the consumers might be experiencing in such periods
(Eyada, 2021). Also, due to the shift in consumer priorities with personal
well-being, family safety, and public health being the main priority
(McKinsey, 2020), the consumers expect that ads may somehow help them
get a better perspective of the new normal in a more positive manner
(Kantar, 2020).
The shift brought about by the pandemic increased the use of media
in homes, mostly TV, social media, and streaming services. Due to this shift,
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several brands changed their tone towards a different advertising strategy
that could help them gain profit and maintain a steady income without
compromising their brand identity (DiResta et al., 2020). In addition, the
consumers' transition to online shopping boosted digital commerce, forcing
brands to rethink advertising strategies in order to gain more opportunities,
build lasting relationships, confidence, and relevance in their share of
emerging digital customer segments (Eyada, 2021). Also, the increase in e-
commerce through different media channels, official brand websites, social
media, and mobile platforms, which were used by customers during the
pandemic resulted in the digitization of shopping. With this, brands had to
adapt by following consumers, prioritizing digital ads to serve as an avenue
for direct response campaigns that motivate quick response purchases.
However, with health, food, medical security, and personal safety being the
top priority in this situation, there is a significant need to shift advertising
messages. Even so, several brands generally advertise for awareness,
generate bigger profits, and build relationships and brand loyalty, the
pandemic prompted advertisers to reevaluate and reconsider the types of
campaigns to be made with the focus on securing consumers. Therefore, in
order to deal with such change, many brands have taken various
approaches to maintain consistency, boost resilience, and transition to new
strategies. Nonetheless, at times like these, brands must be able to decide
22
which strategy they should employ that would be best for their brand: should
they promote their brand, should the brand promote positivity, or should the
brand promote a social cause. Thus, during this pandemic, most brands
chose to focus on four advertising strategies: offer real values and solutions;
present with empathy; do good for the community; and educate rather than
stay quiet (Brodsky, 2020). Moreover, Taylor (2020) points to the fact that,
during this pandemic, ads that cater to the emotional appeal are most likely
put at a greater focus and that studies concerning the role of emotion in
processing ads, as well as topics regarding the effectiveness of the
emotional appeal, are themes that are of relevant and valid nature (p. 588).
However, according to Page (2020), despite the brands’ effort to provide
positively empathetic advertising during this time of a pandemic, alongside
with it came a possibility of instilling a sense of opportunism. Nevertheless,
consumers are greatly interested in brands that tell a story, wherein they
can engage with content that speaks to them, and establish greater trust
between them and the brand (Enberg, 2020).
Due to the rapid spread of the pandemic, there has been an increase
in the use of social media which led brands to immediately switch to digital
marketing (Mander, 2020). Different online applications became the avenue
for businesses to reach consumers and led to the rise of social media
marketing (He & Harris, 2020). In addition, as mentioned by
23
Navithasulthana and Shanmugam (2021) the use of social media sites
increased during the COVID-19 outbreak relative to the life before COVID-
19, and any pandemic-related details can be found on social media and its
networks and that, with the worldwide lockdowns, user engagement in
social media sites increased since it became the only way to interact with
family and friends. Navithasulthana and Shanmugam also stated that the
aim of social media sites is for people to connect with one another, and
during the pandemic, people use social media and its channels for more
than just accessing information being that the full lockdown has made it
possible to shop online. However, Dias et al. (2020) pointed out that the
majority of brands are unable to manufacture and sell their goods or provide
services because of the pandemic. Thus, many of them realigned
advertising perspectives concentrating on their communication and
relationship in order to stay relevant or become more relevant to the
consumers (Dias et al. 2020). Additionally, Alalwan (2018) highlighted that
when it comes to social media advertising elements such as interactivity,
perceived importance, hedonic motivation, success expectancy, and
informativeness are all important drivers of purchase intention.
Eyada (2021) mentioned that advertising has adapted in this time of
the pandemic by shifting the focus on consumers. However, according to
He & Harris (2020), the shift in the society and culture brought about by the
24
pandemic is a major step in the lives of every individual. Hence,
entrepreneurs should step up and be at the forefront in finding action and
making new strategies that would be effective as a response to such change
(He & Harris, 2020). Moreover, Eyada (2021) stated that brands who have
shown willingness to make innovative changes and adjustments to their
advertising material, retail outlets, and online presence, are surely the
brands that will be remembered post-pandemic. Eyada also added that in
order to achieve greater reliability between the customer and the advertiser,
a transition to digital ads and content that relies on empathy to align with
consumers' new lifestyles has been made for a more consumer-product
engagement outcome. In addition, Jiménez-Sánchez et al. (2021) stated
that the event of the COVID-19 pandemic has transformed big and small
brands alike into contributing to the fight against the virus by raising
awareness and generating support through emotional and appealing ways,
instead of carrying out a brand’s conventional purpose of making profit
through their advertising. Although Eyada (2021) stated that several brands
have cut back on advertisements as a result of the economic downturn,
others chose to modify their campaigns to raise a voice during this time.
Eyada also mentioned that brands recognized the value of advertising to
offer, support, and help solve social problems rather than concentrating
solely on commercial development, as well as thinking about more creative
25
and advanced advertising and marketing strategies that could help to adjust
to this new normal. Because of this, numerous brands have created ads
that cater to various purposes, Jiménez-Sánchez et al. (2021) have
analyzed a number of these advertisements and have since classified them
into the following trends: (1) Their support actions during the COVID-19
crisis: brands contributed directly in the fight against COVID-19, with their
ads emphasizing these efforts and activities. (2) #StayHome: brands have
adapted the hashtag into their ads so as to remain relevant within the media.
(3) Support, encouragement, and improvement: brands focus on delivering
a positive message instead of selling their products or brand image. (4)
Selling product or brand: Jiménez-Sánchez et al., states that “one of the
characteristics of advertising is the ephemeral nature, changing its
persuasive strategy according to the context (Christmas, summer season,
Father’s Day, etc.)” Following this idea, brands concurrently are aware of
the COVID-19 situation and are able to sell their products and or promote
their image. (5) Gratitude: brands have shown their appreciation towards
the professionals as well as the citizens. (6) The return: brands have
strategically aligned their ads to the idea of a “return to normality” and lastly,
(7) Post: after “the return”, brands have advertised the concept of a new
normal and the idea of overcoming the health crisis.
26
Undoubtedly, the pandemic shifted advertising strategies from
transaction-based advertising to relationship-based advertising (Eyada,
2021). As mentioned by Sobande (2020) brands are seeing the current
COVID-19 global pandemic as a force that is uniting people in ways that
could detract from their questionable treatment of workers, as well as their
eagerness for productivity and benefit. Sobande added that whether its
retail promotional campaigns or self-branding, the idea that "we're all in this
together" is at the heart of many brands' marketing messages.
2.3 Consumer Behavior Pre and During COVID-19
As stated by Mehta et al. (2020) a consumer is someone who
acknowledges a need or wants, purchases it, and later discards it during
the consumption process. Mehta et al. also mentioned that consumers are
the drivers of market competitiveness, growth, and economic integration in
any market. In addition, there are approaches explaining consumer
behavior that can be divided into three groups: the physical-based, which is
about the relation between the psyche and behavior of the consumer; the
sociological approach which is focused on the reactions of consumers in
situations as well as how their behavior is being influenced by various social
occasions, social leaders; the economic approach, which is about basic
knowledge of micro-economy wherein consumers define their requirements
(Valaskova et al., 2015). Kotler & Armstrong (2018) added that many factors
27
influence purchasing behavior at different levels, going from broad cultural
and societal impacts to strong motivations, beliefs, and attitudes.
Additionally, in the past, the price has had a significant impact on
purchasing decisions. Non-price considerations, on the other hand, have
been increasingly essential in the buying decision process in recent
decades (Kotler & Armstrong, 2018). Also, as stated by Sans et al. (2008)
depending on the type and degree of the crisis, perceived quality can have
a different amount of impact on changed consumer behavior. Price, as
previously stated, can be a major determining factor in changing buying
behavior during a financial crisis. Furthermore, Ang et al. (2000) added that
in their research on the Asian financial crisis, consumers lowered their
consumption in crisis times, they became more selective in their decision-
making process by obtaining more information about products before
considering buying them. Therefore, consumers purchased needs rather
than luxuries, as well as cheaper brands, and consumers chose local
brands rather than foreign ones (Ang et al., 2000). For instance, Mansoor
& Jalal (2011), mentioned that during the global financial crisis of 2008
retailers had to adjust to new buying behaviors by reconsidering the
structure of their marketing mix, price, product, placement, promotion, and
people. Also, since brands were desperate for returning consumers, fair
pricing and non-traditional promotions were employed. Furthermore, the
28
products provided did more than just meet a need; they also built an
emotional connection to generate consumer loyalty (Mansoor & Jalal,
2011). However, Mehta et al. (2020) added that due to the unavoidable
challenge of the COVID-19 pandemic, consumer behavior has taken on a
new meaning. Thus, businesses face a problem in implementing strategic
changes for long-term viability, as well as rethinking existing consumer
behavior models and their utility for businesses and marketing strategies to
remain relevant across customer categories. Additionally, according to
Kotler and Keller (2012), a thorough understanding of consumers' lifestyles
is critical to ensure that the most appropriate products and services are
effectively offered to the appropriate individuals. For example, markets are
seeing a shift in consumer priorities, with customers prioritizing groceries
and at-home entertainment over buying nice-to-have products (‘McKinsey
Survey Data Second Week of Lockdown: Indian Consumer Sentiment
During the Coronavirus Crisis' 2020). Hence, retail managers and
marketers must keep track of changes in consumer buying behavior and
habits in order to determine which initiatives they should implement (Verma
and Gustafsson, 2020). Moreover, the COVID-19 pandemic is undeniably
causing a global concern among consumers, both in terms of health and
economics and consumers are reacting in various ways, with varying
attitudes, actions, and purchasing habits (Wright & Blackburn, 2020).
29
According to DiResta et al. (2020), the COVID-19 pandemic which has
caused significant economic and public health worries around the world is
changing how businesses operate today and in the future. This change will
affect not just how organizations function, but also how they maintain and
expand their brand and consumer base. Besides, how businesses attract
customers and advertise their products and services is at the center of this
subject. Advertising, marketing initiatives, and promotional techniques will
all play a role in a company's capacity to succeed in the future (DiResta et
al., 2020). Additionally, Wright & Blackburn (2020) stated that consumers
are reacting in a number of ways to the situation. Some individuals are
worried and scared, prompting them to buy essentials and hygiene products
in a panic. On the other hand, some customers are unconcerned about the
pandemic and are going about their business as normal, ignoring
government and healthcare professionals' advice. Brands will need to
evaluate how their own customers are reacting in order to create tailored
and individualized marketing strategies for them (Wright & Blackburn,
2020). However, Wright & Blackburn added that consumer priorities have
shifted to the most basic necessities, resulting in increased demand for
hygiene, cleaning, and staples products, while demand for non-essential
categories has decreased. Also, people are shopping more consciously,
buying local, and embracing online shopping, even if their purchases are
30
currently based on the most basic needs. Deloitte (2020) mentioned an
example saying that consumers employed multiple digital platforms—
namely brands’ official product sites, social media, and mobile platforms
during the pandemic, which contributed to the digitalization of buying, and
this digitalization of consumer shopping will increase while the presence of
traditional outdoor advertisements and mall visits due to physical distancing
will decrease. Hence, these technological platforms are likely to play a
significant role in reaching, building awareness, transaction, and retention
of consumers post-COVID (Deloitte, Mukherjee (2020) emphasized that
consumers are going digital for everything, from shopping essentials to
healthcare needs due to increased social restrictions and safety concerns.
Also, according to a Bazaarvoice study, the ability to purchase things online
will be a major determining factor in how people shop today and in the
future. Mukherjee (2020) also mentioned that brands can regain lost
revenue by emphasizing more on digital commerce. On the other hand, this
shift to digital commerce requires traditional brands to have new strategies
in order to maintain their competitive edge (Mukherjee, 2020). These
changes have caused marketers to start adopting social media widely in
their marketing actions. Additionally, according to Mason (2021), the
pandemic led to escalations in consumers’ social media marketing
behaviors. Also, Mason (2021) believes that consumers have increased
31
their use of social media as an instrument for classifying products, gathering
information on products, assessing products, and making product
purchases. Rodgers & Thorson (2017) states that social media intensifies
how important the human factor is and that the noticeable is situated on
understanding how the consumers respond, react and generate content that
fits an existing advertising strategy. Furthermore, according to a study
conducted by Farook & Abeysekera (2016), the different content that is
posted on social media platforms has a significant effect and influence on
the online engagement of consumers. With COVID-19 affecting the global
economy and boosting digital transformation, major concerns for marketers
in terms of creating memorable client experiences arise (Li, 2021). Besides,
some advertising budgets are likely to shrink in 2020 when stores close and
revenue declines (DiResta et al., 2020).
Eger et al. (2021) state that the COVID-19 pandemic has had a
significant impact on societies and economies all around the world, affecting
many sectors of society in various ways. This situation has had a number
of consequences for customers' daily lives, and it has drastically changed
how businesses and consumers interact (Donthu and Gustafsson, 2020;
Pantano et al., 2020). Vancic & Pärson (2020) mentioned that although it is
clear that consumer buying behavior changes during a crisis, it is important
to mention that the same findings from earlier crises cannot be applied to
32
the current global pandemic situation. For instance, Riksbanken (2020) said
that the present pandemic differs significantly from the global financial crisis
of 2008-09. In addition, Riksbanken mentioned that the present COVID-19
pandemic has had an immediate effect on businesses and households,
putting them at risk of bankruptcy and increasing unemployment on a larger
scale. Moreover, economists think the pandemic will result in a worse
recession than the 2008 financial crisis and unlike previous crises, the
pandemic has brought the world to a complete and unexpected freeze,
making it unlike any other catastrophe in recent history (Canfranc, 2020).
Thus, the COVID-19 somehow ended the human race's march to
destruction, refocusing attention on life and living. The common man, a term
that now applies to practically everyone, has begun to rethink what kind of
future they want if they escape the pandemic (Mehta et al., 2020).
Additionally, Kotler (2019) stated in his commentary entitled ‘The Market for
Transformation’, that consumers in modern times are significantly seeking
hope, remedies, and anchors that can change the consumer’s persona and
see value in change. Mehta (2020) also added that during this time with only
digital media being the best available option to connect, in-depth authors’
discussions with marketing professionals from several businesses during
the lockdown led to an awareness that the suddenness and universality of
lockdown have transformed consumer behavioral dynamics and altered
33
social spheres and individual orientation. Further, marketing professionals
have also seen that the demand and supply, along with uncertainty, as
forcing consumption back to Maslow's primary level of needs, namely, the
desire for "food," "clothing," "shelter," "safe indoors," "social love," and
"belongingness" for all socio-economic classes, regardless of segment type
(Mehta et al., 2020). With all that is happening due to the pandemic, the
lockdowns, and health and safety concerns compressed five years of e-
commerce growth in just three months, which is “dramatically changing both
the consumer path to purchase and the actual points of purchase—patterns
that are unlikely to return to the pre-COVID-19 normal” (McKinsey &
Company 2020, “US Consumer-Packaged-Goods”). Wright & Blackburn
(2020) also mentioned that consumer attitudes, behaviors, and purchasing
habits are shifting, and many of these new behaviors will continue after the
pandemic. Additionally, consumers have been forced out of their usual
habits as a result of the pandemic. Hence, consumers are developing new
habits and behaviors, which many believe will continue in the long run
(Wright & Blackburn, 2020).
2.4 Corporate Social Responsibility (CSR)
According to Arouri, El Ghoul, & Gomes (2021), several studies on
Corporate Social Responsibility (CSR) regarding CSR activities have been
found to have a contribution to improving firm and business reputation,
34
(Martnez-Ferrero et al., 2016, as cited in Arouri, M., El Ghoul, S., & Gomes,
M., 2021), market share (Lev et al., 2010, as cited in Arouri, M., El Ghoul,
S., & Gomes, M., 2021), cost of capital (El Ghoul et al., 2011, as cited in
Arouri, M., El Ghoul, S., & Gomes, M., 2021), the value of cash holdings
(Arouri and Pijourlet, 2017, as cited in Arouri, M., El Ghoul, S., & Gomes,
M., 2021), and firm value (Ferrell et al., 2016, as cited in Arouri, M., El
Ghoul, S., & Gomes, M., 2021). Businesses may start engaging in CSR
reporting for greenwashing purposes (Wang et al., 2018, as cited in Uyar et
al., 2020). Companies with poor CSR performance are more likely to
engage in CSR reporting to modify stakeholder perceptions about their
actual CSR performance for greenwashing purposes (Clarkson et al., 2008,
as cited in Uyar et al., 2020). Sustaining and building legitimacy is essential
because success and survival of a company are dependent on its
relationships with various stakeholder groups (e.g., regulatory authorities,
employees, customers, or residents) and the support offered by them (Hahn
and Lülfs, 2014, as cited in Uyar et al., 2020).
Socio-political theories such as political economy, legitimacy,
stakeholder theory, etc. argue that because poor environmental and social
performers constantly battling political and social stress and threatened
legitimacy, they will tend to publish voluntary disclosures in order to change
perceptions of stakeholders about their actual performance (Clarkson et al.,
35
2008, 2011, as cited in Uyar et al., 2020), to alter their public image
(Clarkson et al., 2011, as cited in Uyar et al., 2020), to shape the
impressions of the relevant public (Neu et al., 1998, as cited in Uyar et al.,
2020), to other accomplishments (Lindblom, 1994, as cited in Uyar et al.,
2020). In terms of empirical evidence, companies with poor environmental
performance, in other words, higher levels of toxic releases, are much more
likely to reveal more environmental information (Patten, 2002, as cited in
Uyar et al., 2020). Similarly, companies that emit more pollution disclose
more environmental information (Clarkson et al., 2011, as cited in Uyar et
al., 2020). Having followed the argument that environmental and social
reporting is influenced by social and political pressures (Patten, 2002, as
cited in Uyar et al., 2020). Firms with poor CSR performance will be more
likely to publish CSR reports than firms with superior CSR performance
(Uyar et al., 2020).
In addition, Prado-Lorenzo and Garcia-Sanchez (2010, as cited in
Mahoney, Thorne, Cecil, & LaGore, 2013) stated that businesses with a
good CSR performance will willingly provide relevant CSR information in
order to gain a competitive edge. As a result, organizations with poor CSR
performance will refrain from disseminating CSR information that could
harm their reputations. However, greenwashing is a legitimization approach
in which businesses release CSR Reports in order to develop an
36
appearance of legitimate social and environmental values, that can either
be supported or not supported by evidence (Lindblom, 1994; Neu et al.,
1998, as cited in Mahoney, Thorne, Cecil, & LaGore, 2013). Also, according
to Lindblom (1994, as cited in Mahoney, Thorne, Cecil, & LaGore, 2013),
one way to legitimize is to influence stakeholders' perceptions by
associating them with symbols, which could include specific disclosures
(Deegan, 2002, as cited in Mahoney, Thorne, Cecil, & LaGore, 2013).
Additionally, Mahoney, Thorne, Cecil, & LaGore (2013) provided an
example saying that if stakeholders believe that those who willingly release
CSR reports are a sign of "good" corporate citizenship, corporations may
avoid pressure by releasing independent CSR Reports. Greenwashing
companies may attempt to justify their activities by having to disclose more
CSR information while implementing minimal CSR practices (Mahoney et
al., 2013; de Grosbois, 2016;Wang et al., 2018, as cited in Uyar et al., 2020).
Furthermore, Yu et al. (2020) identified three (3) types of
greenwashing discussed in the literature. The first type of greenwashing is
the manipulation of disclosure in order to increase company valuation (Yu
et al., 2020). Companies overstate their true environmental performance in
this manner, which is known as a "greenwashing" strategy" (Lyon and
Maxwell, 2011; Lyon and Montgomery, 2013; Marquis et al., 2016, as cited
in Yu et al., 2020). Yu et al. (2020) also add that firms who use
37
"greenwashing" as a company's strategic attempt to conceal their poor
environmental efficiency by divulging huge amounts of environmental data
in order to mislead their stakeholders. The second type of greenwashing
involves selective disclosure in order to mislead investors (Yu et al., 2020).
Greenwashing is defined by some researchers (Lyon and Maxwell, 2011;
Lyon et al., 2013; Marquis et al., 2016, as cited in Yu et al., 2020) as
businesses selectively reporting positive environmental information while
concealing negative information. Lastly, the third type of greenwashing
focuses solely on product-level greenwashing as opposed to firm-level
greenwashing (Delmas and Burbano, 2011; Majid and Russell, 2015; Testa
et al., 2015; Cho and Baskin, 2018, as cited in Yu et al., 2020).
Greenwashing happens when businesses voluntarily publish biased
and misleading social and environmental data to make their stakeholders
believe they are "good" (Guidry and Patten, 2010; Cho et al., 2010; Lyon
and Maxwell, 2011, as cited in Mahoney, Thorne, Cecil, & LaGore, 2013).
Furthermore, greenwashing implies that businesses with lesser social and
environmental records gain more benefit from influencing stakeholders'
impressions of their CSR performance than businesses with better social
and environmental records (Clarkson et al., 2008; Patten, 2002, as cited in
Mahoney, Thorne, Cecil, & LaGore, 2013). Even though greenwashing may
provide some short-term benefits, it may prove to be very risky for firms'
38
legitimacy in the long run, causing consumer skepticism and negatively
influencing purchasing intention and brand equity (Zhang et al., 2018; Sun
and Zhang, 2019, as cited in Uyar et al., 2020). Once CSR disclosure is
combined with superior performance, however, it provides several benefits,
including reducing information asymmetry and shareholders decreasing the
cost of shares (Dhaliwal et al., 2011, as cited in Uyar et al., 2020).
2.5 Synthesis
DiResta et al. (2020) acknowledges this shift in advertising strategies
most specifically in the advertising messages amidst the pandemic and has
discovered that this recent change has helped in gaining profit and
maintaining a steady income for the brand. Eyada (2021) supports this
statement and points out the shift from a transaction-based advertising
strategy to a relationship-based advertising strategy adding that, brands are
urged to become transparent about the situation and respond with optimism
and good values so as to cater to their consumers and that by adapting to
the situation, brands can better understand the value of good product-
consumer engagement and establish a good relationship with their
consumers (Eyada, 2021).
Brodsky (2020) suggests that with this shift, brands must choose
what strategy would be best for the brand with most brands focusing on
39
mainly four advertising strategies: offer real values and solutions; present
with empathy; do good for the community, and educate rather than stay
quiet. In relation to empathizing with the consumers, Sobande (2020)
highlights the philosophy of "we're all in this together” as a common
denominator amongst ads marketed during the pandemic. Page (2020)
indeed recognizes this pattern of advertising strategy and advises that,
despite a brand’s effort to put out a positively empathetic message during
the pandemic, there is a possibility that this strategy comes with a sense of
opportunism from the brand.
In the discussion of consumers’ purchasing behavior in the time of
the pandemic, Ang et al. (2000) point out that consumers lowered their
consumption during crisis times, stating how consumers are more selective
in their decision-making process when it comes to purchasing products.
Vancic & Pärson (2020) disagrees with Ang et al.’s statement and stresses
how, although consumer behavior naturally changes in times of crisis, it is
important to mention that findings from earlier crises cannot be applied to
the current COVID-19 pandemic in which is supported by Riksbanken
(2020), alluding how the present pandemic is much different from the global
financial crisis of 2008-2009. Mehta et al. (2020) believe that, with the
challenge brought about by the pandemic, consumer behavior has taken on
a new meaning and thus, leaves businesses with the dilemma of rethinking
40
their existing consumer behavior models which in turn, urges marketers to
keep track of these changes in consumer buying behavior and habits so as
to learn initiatives and steps they must implement in the future (Verma and
Gustafsson, 2020).
As for the influence of the COVID-19 pandemic on both facets of
advertising and consumer behavior, Taylor (2020) and Gangadharbatla
(2021) both suggest a consequential effect in the field of research with
Taylor (2020) implying how ads with emotional appeal will be more
significant as well as studies that concern emotions and its role in
understanding ads will have a greater focus in future studies.
Gangadharbatla (2021) suggests that these changes in shopping behavior
that is currently present in the COVID-19 pandemic will also have a
significant effect on the future of advertising research of the same nature.
For Corporate Social Responsibility (CSR), Arouri, El Ghoul, &
Gomes (2021) pointed out that several studies on Corporate Social
Responsibility (CSR) regarding CSR activities have been found to have a
contribution to improving firm and business reputation, market share, cost
of capital, the value of cash holdings, and firm value. In addition, Clarkson
et al (2008, as cited in Uyar et al., 2020), businesses that has poor CSR
performance are those who are likely to engage in CSR reporting in order
41
to change stakeholder perceptions regarding the businesses’ CSR
performance for greenwashing purposes.
McDonald’s Philippines undoubtedly is no exception to these
patterns of changes discussed by the above earlier studies and evidently,
is actively participating in the current landscape. With the great quantity of
research dedicated to the study of advertising during the COVID-19
pandemic and its various effects on the brand’s identity, there is a gap that
calls for the study of the influence of these effects to the consumers and the
relation of these said changes to the consumers’ purchase behavior in
relation to exposure to these ads. Moreover, this historical paradigm shift in
advertising will open more opportunities for research and discourse in
relation to the role of the consumer in advertising during the pandemic.
42
Chapter 3
Theoretical, Conceptual, and Operational Framework
3.1 Theoretical Framework
The chapter will discuss the key aspects and major concepts
observed in the study’s main theory for its framework which is Icek Ajzen’s
(1991) Theory of Planned Behavior (TPB). The chapter will also encompass
the principle proponents of the TPB model as well as supporting evidence
of former studies of the same nature, exploring and applying the TPB model
into their analysis. The chapter will focus on the work of Bautista et al.
(2017) and their application of the TPB model in relation to media exposure
and the consumer’s purchase intention, a subject that mirrors that of the
present study. The proposed models will be of much use to the study in
evaluating the participants’ attitudes and behavior towards McDonald’s
Philippines.
3.1.1 Theory of Planned Behavior (TPB)
The theory of planned behavior is a prominent attitude-behavior
model. (Chen et al., 2015) Ajzen’s (1991) theory of planned behavior is an
extension of his earlier postulated model, theory of reasoned action (TRA)
(Ajzen & Fishbein, 1980; Fishbein & Ajzen, 1975) which successfully sought
43
to solve the TRA’s inability in considering an individual’s volitional control
over their actions. Likewise in the original TRA model, the central factor in
the TPB is the intention of an individual to perform a certain behavior in
which he defines intention as to “how hard people are willing to try, of how
much of an effort they are planning to exert in order to perform the behavior.”
(Ajzen, 1991).
The TPB model identifies three independent concepts which
determine an individual’s intentions to perform a given behavior are
influenced by their: (1) attitude toward the behavior, defined as the degree
of an individual to approve or disapprove with the behavior in question, (2)
subjective norm which is referred to as the belief pressure upon the
individual’s circle of influence to perform or not to perform the behavior, and
lastly, the (3) perceived behavioral control which is an individual’s perceived
ease or difficulty in participating or performing the behavior, taking into
consideration impediments and obstacles to participate or perform the
behavior. (Ajzen, 1991) A general rule of the TPB model follows that the
more an individual possesses a favorable attitude and subjective norm, and
the greater their perceived behavioral control, the stronger are their
intentions to perform the behavior. (Ajzen, 1991)
44
Figure 4: The Theory of Planned Behavior (Ajzen, 1991)
In relation to similar studies which applied the TPB model in their
analysis, a study conducted by Chu et al. (2015) about brand-following
behavior on Twitter and their use of the theory of planned behavior by Ajzen,
discovered that the theory can be used to predict users’ brand-following
behavior. The study found out that the predictors of the TPB model - attitude
toward the behavior, subjective norms, and perceived behavioral control are
effective and have a positive effect on the intention of following brands on
Twitter.
Additionally, a study by Tapanainen et al. (2020) regarding in-app
advertisements in the case of Vietnamese young mobile users used the
theory of planned behavior. The study applied the TPB to in-app
45
advertisements and examined the users’ behavior of watching in-app
advertisements. The results of the study showed that TPB can be used to
explain the behavioral responses of users concerning in-app
advertisements in the Vietnamese context.
Furthermore, a study by Abdullah et al. (2018), utilized TPB (Theory
of Planned Behavior) in their study to further demonstrate the role of brand
equity towards consumer intention to pay a premium price. According to the
theory of planned behavior, the perceived behavioral control is the third
determinant of behavioral intention and their findings indicate that there is a
significant impact of brand equity, attitude, subjective norms, and perceived
behavioral controls on the intention of a consumer to pay a premium price
for the brand (Abdullah M.I., et al., 2018).
3.2 Conceptual Framework
Perhaps the most significant contribution to the foundation of the
study’s conceptual framework is Bautista et al.’s (2017) application of the
TPB model in their objective of analyzing the role of media exposure as a
moderating variable to the purchase intention of generic drugs. Bautista et
al. (2017) postulated that behavioral action can directly be influenced by
exposure to advertisements through media, focusing on the effects of direct-
to-consumer advertising (DTCA). Hence, considering the factor of media
46
exposure and its possible influence on the determinants of the TPB model,
Bautista et al. (2017) formulated the conceptual framework of their study as
shown in Figure 5.
Figure 5: Conceptual Framework: (Bautista et al., 2017)
Bautista et al.’s 2017 study entitled, The Moderating Effect of Media
Exposure on The Purchase Intention of Generic Drugs: An Application of
The Theory of Planned Behavior, was made in the context of the increasing
prevalence of generic drugs within the Philippines’ pharmaceutical market.
Due to the existence of the Generics Act of 1988, also known as the
Republic Act (RA) 6675 which sought to “promote, require, and ensure the
production of an adequate supply, distribution, use, and acceptance of
drugs and medicines identified by the generics names” (Wong et al., 2013)
and the provision of RA 9502 which is also known as the “Universally
47
Cheaper and Quality Medicines Act of 2008” (Republic of the Philippines,
2008), the Philippine National Government began campaigning for the use
of generic drugs in the country which other national governments from other
developing countries and healthcare systems have also done so as to
substitute expensive and branded original medicine with generic medication
alternatives (Mathew, 2015.)
In the Philippine setting, DTCA is only allowed for “over-the-counter”
medications. Companies have then utilized mass media, TV, Print, and
Radio, to reach their wide-ranging audiences and convey the message of
their affordable and effective products. With this in mind, it is impossible not
to be exposed to messaging broadcasted this way. (Bautista et al., 2017)
The conceptual framework was designed to apply Icek Ajzen’s (1991)
TPB model to the context of purchasing generic drugs. Bautista et al. (2017)
focused on the effects of DTCA as a moderating variable to the predictors
of an individual’s intention and/or behavior namely an individual’s, Attitude
(ATT), Subjective Norm (SN), and Perceived Behavioral Control (PBC); also
questioning if DTCAs, in the form of media exposure, has an effect on
purchase intention to generic drugs. (Bautista et al., 2017)
Thus, following the TPB model and the structure of Bautista et al.’s
(2017) model, the study will utilize the conceptual framework shown in
48
Figure 5. The model will retain the original structure of Bautista et al.’s
presented framework, taking into consideration the role of McDonald’s
Philippines’ CSR Campaigns as the moderating variable that could affect
Ajzen’s determinants of an individual’s intention.
3.3 Operational Framework
In order to achieve the objectives of this study, the researchers
followed the conceptual framework from Ajzen’s Theory of Planned
Behavior (TPB) model and Bautista et al.’s (2017) model, considering
McDonald’s Philippines and the independent determinants of intention, as
well as the postulated moderating role of the brand’s CSR campaigns, the
analysis for the study, will be guided by the operational framework shown
in Figure 6 below as well as their corresponding hypothesis labeled towards
each variable’s relationship:
Figure 6: Operational Framework (Ang, Tejano, & Zoleta 2021)
49
3.4 Hypotheses
Working with the TPB model, the objective would be to answer the
study’s research questions through the formulation of hypotheses and
referring to the TPB model’s determinants which are namely attitude,
subjective norm, and perceived behavioral control, in relation to the study,
the hypotheses would be grounded upon the relationship of these
independent facets to McDonald’s Philippines. And so, the following
hypotheses would be:
H1: Attitude has a positive effect on the intention to support a brand.
H2: Subjective norm has a positive effect on the intention to support a brand.
H3: Perceived behavioral control has a positive effect on the intention to
support a brand.
As an extension of Bautista et al.’s model and their inclusion of media
exposure as the moderator, the study will then utilize this structure to
determine McDonald’s Philippines’ CSR campaigns and their relationship
to the individual’s intention to support the brand by analyzing its effect on
the three determinants of intention, proposing that exposure to these CSR
campaigns hold a moderating effect to each of the three facets. Thus, the
hypotheses would be:
50
H4: Exposure to online CSR campaigns has a moderating effect on the
relationship between attitude and intention to support a brand.
relationship between subjective norm and intention to support a brand.
relationship between perceived behavioral control and intention to support
a brand.
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Chapter 4
Methodology
4.1 Research Design
The methodology of the research will be made in the nature of a
quantitative case study research design. The purpose of this survey study
will be to test Ajzen’s (1991) Theory of Planned Behavior that relates the
three predeterminants of an individual’s behavioral intention namely
Attitude, Subjective Norm, and Perceived Behavioral Control with the
Intention to support McDonald’s Philippines amidst the pandemic, with the
brand’s CSR campaigns acting as the moderating variable. The participants
for the study will be AB Communication students at the University of Santo
Tomas.
The independent variables for this research are defined as Ajzen’s
(1991) predictors of an individual’s intention to perform a given behavior
these are namely: (1) Attitude, an individual’s measure of approval or
disapproval with a given behavior, (2) Subjective Norm, the individual’s
sphere of influence and its social pressure to approve or disapprove with a
given behavior, and lastly, (3) Perceived Behavioral Control which
considers an individual’s impediments and difficulties in performing a
behavior. The dependent variable will be defined as the individual’s
Intention to support McDonald’s Philippines and the moderating variable will
52
be the consumer’s exposure to the brand’s CSR campaigns, specifically
their initiatives, McDonald’s Kindness Kitchen, M Safe, McClassroom, and
Ingat Angat Tayong Lahat.
Although data regarding this topic is not presented in a quantitative
form, it is still possible to collect data through quantitative measures. With a
quantitative research design, certain phenomena that do not naturally exist
in quantitative form can be converted into quantitative data by utilizing
research instruments aimed specifically to translate these phenomena into
quantitative data which can, in turn, be analyzed statistically (Sukamolson,
2007). A good example of this nature of quantitative research design is
measuring attitudes and beliefs. Sukamolson (2007) gives the example of
conducting a study on students’ attitudes towards their school and their
teachers and presents how attitudes in themselves do not naturally exist in
quantitative form but by developing questionnaires that measure this
attitude through a Likert scale, researchers now have a quantitative data of
the students’ attitudes towards their school. The example of Sukamolson
(2007) mirrors that of the study and briefly, and excellently, justifies the
quantitative research design for this study.
53
4.2 Sampling
The study will focus on the survey research on the participants’
perceptions towards advertisements posted on Facebook by McDonald’s
Philippines, specifically from their CSR campaigns and inferential research
analyzing the role of these CSR Campaigns to the intention of the
participants to support the brand. As for the selection of the respondents,
the researchers employed students who range between 18-24 years of age
who are currently under the AB Communication Program of the University
of Santo Tomas. The population of the UST AB Communication program
has a total of 17 sections throughout first to fourth year level, the participants
for the study are selected through the use of purposive sampling.
4.3 Instrumentation/Research Instruments
Following the premise above, the researchers will utilize the
convenience of the online platform in conducting the study, making use of
an online survey over Google Forms so as to grasp a better understanding
of consumers’ perceptions and behavior towards Mcdonald’s Philippines’
as a brand, in general. As for evaluating data collated from the surveys, the
researchers will make use of Jamovi - an open-source statistical
spreadsheet software, as a research tool in order to further analyze and
interpret the data that will be gathered from the online survey.
54
4.4 Data Gathering
In gathering the necessary data for the research, a guided response
type of survey with questions formulated in the nature of multiple choice and
the Likert scale technique will be used for the instrumentation technique. In
addition, quantitative research techniques will be used by the researchers
to achieve non-biased data that is free from the researchers’ participation
and or experiences with McDonald’s Philippines. As for the sample size, the
researchers’ desired target response from the respondents for this study is
calculated to be 248. The intended sample size for the study is based on
the current population of the AB Communication students of the University
of Santo Tomas which is 649. The value is then subjected to the standard
formula for a 95% confidence level with an interval of +/- 5 and an estimated
variance of 50% (0.25). The sample size is in reference to Krejcie &
Morgan's (1970) formula for determining the correct sample size, the value
248 is computed and is considered to be representative of the total
population of CASA thus is determined to be the appropriate sample size to
be utilized for the study.
As for the dissemination of the survey, the researchers will be utilizing
purposive sampling across the entirety of the AB Communication student
population of the University of Santo Tomas. The survey will be distributed
per year level and will also be divided by block at random for the sake of
55
representativeness. The questions used in the survey are guided by
Bautista et al.’s (2017; 2021) studies which both utilized the TPB model for
their analysis. The questions will measure the participants’ agreement or
disagreement to statements regarding their attitudes, subjective norms,
perceived behavioral control, intention to support McDonald’s Philippines,
and their knowledge and participation with McDonald’s Philippines and their
CSR Campaigns. The survey questions are listed in Figure 7 below.
Variable Questions Source
Attitude 1. McDonald’s Philippines

provides quality service. Bautista et al. (2017)
2. I trust McDonald’s
Philippines as a fast- Bautista et al. (2017)
food brand.
3. McDonald’s Philippines
cares about their Bautista et al. (2017)
customers.
4. I enjoy food from Bautista et al. (2017)

McDonald’s Philippines.
meets my satisfaction. Bautista et al. (2017)
6. I always consider
McDonald’s Philippines Bautista et al. (2017)
as an option when
buying fast food.
56
Subjective 1. My family would

Norm recommend Bautista et al. (2017)
McDonald’s Philippines
and would order from
them.
2. My friends and peers Bautista et al. (2017)

would recommend
them.
Bautista et al. (2017)
3. Most of the people I
know would
recommend
them.
4. Important people in my
life would recommend
them.
know support
Perceived 1. I know how to order

Behavioral from McDonald’s Bautista et al. (2021)
Control Philippines.
2. It’s easy for me to order Bautista et al. (2021)

McDonald’s from food
delivery service apps
(i.e. FoodPanda,
GrabFood, Lalafood).
57
3. It’s easy for me to order Bautista et al. (2017)

McDonald’s on-site
from one of their Bautista et al. (2021)
branches.
4. I know the nearest
McDonald’s branch
near me.
Intention 1. If given the chance, I

would order food from Bautista et al. (2017)
2. When considering
where to order fast
food, I would choose Bautista et al. (2017)
McDonald’s 1. I am familiar with

Philippines McDonald’s Philippines’ Bautista et al. (2017)
CSR CSR Campaigns (i.e.
Campaigns McDonald’s Kindness
Kitchen, M Safe,
McClassroom, Ingat
Angat Tayong Lahat).
2. I am familiar with the

mission of McDonald’s
Philippines’ CSR
Campaigns.
3. I have seen the posts Bautista et al. (2017)

on McDonald’s
Philippines’ social
media about their CSR
Campaigns.
58
4. I have interacted with Bautista et al. (2017)

McDonald’s Philippines’
CSR Campaigns on
social media.
5. I have participated in Bautista et al. (2017)

McDonald’s Philippines’
CSR Campaigns.
Figure 7: Survey questions
4.5 Mode of Analysis
This research will analyze the collected data through quantitative
analysis. The quantitative research method collects numerical data that
must be analyzed to help draw the study’s conclusions (Albers, 2017).
Additionally, quantitative analysis involves the utilization and analysis of
numerical data using specific statistical techniques to answer questions
(Apuke, 2017). The researchers conducted a pretest of the survey,
collecting a total of 30 respondents for the analysis of the survey’s integrity.
With this, calculating Cronbach’s α was imperative for this chapter of the
study in order to test the validity of the sample survey. According to Taber
(2018), Cronbach’s α is a statistic commonly quoted by authors to
demonstrate if the tests and scales that have been constructed or adapted
for research projects are fit for purpose. In addition, a study by Hoekstra
(2018) states that it is the most frequently used measure to investigate the
59
reliability of measurement instruments. As for the interpretation of the formal
survey, the researchers will be creating tabular presentations of the data
collected for a better understanding of the results. Henceforth, the data
collected from the survey will further be analyzed and interpreted by the
researchers.
Using Jamovi, the researchers computed for each variables’
Cronbach’s α and are presented with the following findings in Figure 8
below:
Figure 8: Cronbach’s α of the survey’s pretest
Based on these findings, the results showed highly satisfactory levels
for the survey’s level of reliability and internal consistency in view of all the
variables’ Cronbach’s α value being ≥0.70, which is an accepted indication
across academic journals as an acceptable, sufficient, and satisfactory
value. (Taber, 2017) This is supported by Dennick and Tavakol’s (2011)
article which also identifies values of α that range from 0.70 to 0.95 to be
acceptable values based on numerous reports, with a recommendation of
a maximum α value of 0.90. The findings are indicative of the survey’s
60
integrity and reliability, thus, is considered to be admissible for its
dissemination.
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Chapter 5
Data Presentation, Analysis, and Interpretation
5.1 Descriptives
This chapter presents the results gathered by the researchers from the
UST-AB Communication students who have participated in the study. The
researchers utilized the one-way ANOVA, Correlation Matrix, Linear
Regression, and Moderation Analysis in order to further analyze and
interpret the data. The data collected in this study are interpreted and
presented in the succeeding tables below.
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Figure 9: Descriptive analysis of Respondents’ Profile
The data is composed of 67.7% Female, 30.5% Male, and 1.1% are
those who preferred not to disclose their gender, and finally, 0.8% of the
participants classify themselves as nonbinary. It is important to note that the
result of the findings is significantly inclined towards female behavior and
may be skewed towards the female perspective.
Most participants are 21 years old (24.8%), followed by 20-year-old
students at 23.3%, and 19-year-old students at 22.9%, then 18-year-old
students at 18% while the remaining 10.9% are 22-year-old students.
The majority of the data demographic in the survey belong to first-year
UST AB Communication students (1COM), accounting for 27.8% of the total
respondents. This percentage is followed by the second year level students
(2COM) which have a total of 26.7%, then the students in the fourth year
level students (4COM), comprised of 22.9%, this is succeeded by the third-
year level students (3COM) which have a total of 21.4% and finally, the
remaining 1.1% of the total respondents belong to the SWIS students or
irregular students of the UST AB Communication program.
In assessing the variables introduced in the study, a descriptive
analysis was also implemented to determine its implications in the
63
framework. Figure 10 shows the descriptive analysis of variables. The
results are presented below.
Figure 10: Results of Descriptive analysis of variables
Attitude
For the section which aimed to measure the attitude and their opinions
about McDonald’s Philippines in the survey, the results showed the mean
value of 1.73 which is closest to Agree on the 5-point Likert scale of the
survey instrument. This indicates that the UST AB Comm. participants of
the study possess a positive attitude towards McDonald’s Philippines.
Subjective Norm
With regards to questions in the survey relating the participants’ family
and peers’ opinions on McDonald’s Philippines, the findings revealed the
mean value of 1.79 which also showed an agreement of the respondents.
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This value denotes that the family and peers of the UST AB Comm.
participants of the study have a positive opinion on McDonald’s Philippines.
Perceived Behavioral Control
In measuring the Perceived Behavioral Control of the respondents, the
survey allotted a section to measure the presence or absence of factors that
will affect the respondent’s capacity to participate and avail services from
McDonald’s Philippines. The results showed a mean value of 1.40 which
indicated strong agreement from the respondents. This means that UST AB
Comm respondents of the study have the right knowledge and capacity to
participate and avail services from McDonald’s Philippines
Intention
The results concerning the independent variable in the survey
questionnaire is measured by questions related to the participant’s intention
to participate and avail services from McDonald’s Philippines. The results
showed the mean value of 1.76 which shows a general agreement among
the respondents, this signifies that the participants possess a strong intention
to participate and avail services from McDonald’s Philippines.
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CSR
To measure the results of the moderating variable of this study, the
questions examined the knowledge and participation of the UST AB Comm
student participants of the study with McDonald’s Philippines’ CSR
Campaigns. Surprisingly, the results showed the mean value of 3.46 which
indicated a disagreement from the participants. This discovery indicates that
the respondents do not possess strong feelings towards McDonald’s
Philippines’ CSR Campaigns.
5.2 One-Way ANOVA
Figure 11: Data analysis using One-Way ANOVA
A One-Way ANOVA was utilized to determine whether there are
significant differences in the means of the different year levels of UST AB
Communication students for the TPB variables. According to Rumsey
(2010) in reference to performing hypothesis tests and what p-values
indicate about a study’s results, Rumsey describes that if the p-value is
66
greater than the value of 0.05, the results are considered non-significant.
The p-values of all the accounted variables are greater than the significance
level of 0.05, which indicates no significant difference in the means across
all variables among the different year levels of the UST AB Communication
student participants in the study.
5.3 Correlation Matrix
Figure 12 shows the Correlation Matrix analysis utilized in this study
to measure the relationship among the dependent variables. The results are
presented below.
Figure 12: Data analysis using Correlation Matrix
Attitude - Subjective Norm
The results from the Correlation Matrix to measure the relationship
between the variables attitude and subjective norm revealed that there is a
67
significant relationship between the participants’ attitude and their
subjective norm, this statement is supported by the p-value of < 0.001 and
a Pearson’s r coefficient of 0.591 which means there is a moderate level in
the two concepts’ strength of the relationship.
Subjective Norm - Perceived Behavioral Control
The participants’ subjective norm and its relation to their perceived
behavioral control also exhibits a significant relationship, this is denoted
from their p-value of < 0.001 and the Pearson’s r coefficient of 0.410 which
points to the fact that the relationship also possesses a moderate level in
their strength of relationship.
Perceived Behavioral Control - Attitude
The final independent variable to be tested is the participants’
perceived behavioral control and its relationship to their attitude. The
analysis resulted in a p-value of < 0. 001 and the Pearson’s coefficient of
0.451, which signifies a significant relationship between the two variables,
with a moderate level of strength in their relationship.
In summary of the Correlation Matrix data analysis, all the independent
variables namely attitude, subjective norms, and perceived behavioral
control have been shown to have a significant relationship towards the
68
correlation between each variable which holds a moderate level of strength
in their correlation.
5.4 Linear Regression
Linear regression was used to measure the predicting power of the
dependent variable of the study and to determine if the variation present in
the dependent variable, that being, intention to support the brand, is
sufficiently explained by the independent variables in the study, which are
the determinant variables from the TPB model.
69
Figure 13: Result of Linear Regression Analysis
70
To understand this analysis, the researchers examined the value of the
R2which measures the value of the variance of the independent variable.
The higher the value of the R2, the higher the explanatory power. The
results reveal a 52% variance in the participants’ intention to support the
brand which is influenced by the variables attitude, subjective norm,
perceived behavioral control, and exposure to CSR Campaigns. It is
important to note that all of the variables sampled in the study are significant
predictors that contribute to the prediction power of intention to support the
brand. This is evidenced by their p-values being lower than the significance
level of 0.05, deeming it significant. From this interpretation, the findings
indicate that each of the independent variables employed in the study have
a positive effect on the intention to support a brand.
Other factors, including the participants’ sex, age, and year and section, do
not have a significant relationship to the model and thus do not affect the
prediction power.
5.5 Moderation Analysis
In order to determine the verity of the initial hypothesis if exposure to
McDonald’s Philippines’ CSR Campaigns moderates the relationship
between the determinants of an individual’s intention to support the brand,
the researchers utilized the moderation analysis to analyze the collected
71
data. The variables tested in this model are intention to support the brand
as the dependent variable, exposure to CSR Campaigns as the moderator,
and the TPB model’s determinants as predictors which are the participants’
attitude, subjective norm, and perceived behavioral control. Figure 14 below
summarizes the results of the Moderation analysis.
Figure 14: Results of Moderation analysis
From the analysis, CSR exposure moderates only one of the three
determinants of Ajzen’s TPB model. As seen from the p-values in Figure
14, both the participants’ subjective norms and perceived behavioral control
have values that are greater than the significance level of 0.05, with values
of 0.914 and 0.313 respectively. The subjective norm even has a very high
p-value which implies the high possibility of its insignificance. The results of
the two determinants of subjective norm and perceived behavioral control
suggest that CSR exposure does not moderate the relationship between
both the subjective norm and perceived behavioral control of the
participants and their intention to support the brand.
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However, the researchers emphasize that the determinant of attitude
show a p-value of 0.035 which is less than the significance level of 0.05,
which indicates its significant moderation effect to the relationship between
the two variables, indicating that CSR exposure does moderate the
relationship between attitude and intention to support the brand.
5.6 Summary of Hypotheses
Figure 15: Hypotheses Test Results
In summary of the completed analyses of the data and in relation to the
applied TPB model of the study’s framework, Figure 15 encapsulates the
necessary interpretations of the data obtained from the various tests to
determine the authenticity of the hypotheses constructed from the TPB
model. The variables implemented in the study have been analyzed using
a Linear Regression analysis and Moderation Analysis to determine the
positive and moderating effects the variables possess in relation to the
intention to support the brand.
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The Linear Regression analysis shows that the three determinants of
Ajzen’s TPB model, attitude, subjective norm, and perceived behavioral
control, are all significant predictors of the dependent variable’s prediction
power, deeming these variables as significant determinants to an
individual's intention to support a brand. The three variables of attitude,
subjective norm, and perceived behavioral control show a p-value that is
lesser than the standard significance level of 0.05 with values that range
from < .001 and 0.005, indicating the highly significant relationships. This
validates the hypotheses H1, H2, and H3 from the TPB model of the study.
However, compared to the exposure to CSR Campaigns which was
introduced as the moderating variable of the study, the analysis revealed
that exposure to CSR Campaigns does not moderate the relationship
between both the subjective norm and perceived behavioral control of the
participants with their intention to support the brand, exhibited from their p-
values that range from values that are greater than the significance level of
0.05. Thus, this outcome points to the fact that the moderating effect of
exposure to brand CSR campaigns on subjective norm and perceived
behavioral control is not significant, which is contrary to the researchers’
conceptual framework guided by Bautista et al.’s (2017) model which
introduced the moderating role of CSR Campaigns to an individual's
intention to support the brand.
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Although, it is noteworthy to mention that exposure to CSR Campaign
moderates one of the determinants of intention to support a brand which is
an individual’s attitude. The findings presented a p-value of 0.035 which is
lesser than the standard significance level of 0.05, considering it as
possessing a significant moderation effect. This strongly verifies the
hypothesis H4 of the study. Figure 16 presents the conceptual framework
with the path’s corresponding significance values.
Figure 16: Conceptual Framework with corresponding p-values
The results indicate then that attitude, subjective norm, perceived
behavioral control, are significant determinants of an individual’s intention
to support McDonald’s Philippines and that McDonald’s Philippines’ CSR
Campaigns reinforce only an individual’s attitude in relation to their intention
to support their brand.
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Chapter 6
Conclusions, Implications, and Recommendations
The chapter will explore the interpretations and results from the data
collected after having conducted the research from the preceding chapter.
Formal deductions and understandings from the findings will be weighed
upon in this chapter, highlighting Icek Ajzen’s TPB model and its
examination of the factors of attitude, subjective norms, and perceived
behvaioral control, as a means to answer the research questions of the
study. Finally, the chapter will include implications and recommendations
for the future discussions of relevant topics and studies concerning CSR
Campaigns through the lens of the TPB model.
6.1 Conclusions
In the goal towards analyzing the intention of UST Communication
students’ to support a brand during the COVID-19 pandemic, the
researchers employed Bautista et al.’s (2017) extension of the TPB model
and discovered that an individual’s personal feelings, (attitude) their circle
of influence’s attitudes, (subjective norms) and their independent capability
to support McDonald’s Philippines (perceived behavioral control) are factors
of great importance that motivates and influences their intention to support
McDonald’s Philippines amidst the pandemic. As an additional moderating
variable, the study’s inclusion of McDonald’s Philippines’ CSR Campaigns
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have proven that only the individual’s attitude reinforce their intention to
support McDonald’s Philippines.
From this understanding, it is apparent how the consumer participants
of the study still support and love McDonald’s Philippines. The CSR
Campaigns initiated by McDonald’s Philippines also further increases the
already existing brand love and brand loyalty of the consumers, derived
from the moderating power of the CSR Campaigns towards the consumer’s
attitude towards McDonald’s Philippines. It is evident how these marketing
efforts still largely contribute to strengthening brand love and brand loyalty
towards the company.
Nonetheless, although exposure to McDonald’s brand CSR reinforces
the consumers’ attitude, there is a margin by which this exposure falls short
towards the consumers’ subjective norm and perceived behavioral control.
From this, we can conclude that McDonald’s Philippines CSR Campaigns
do not increase the perceptions of the consumer’s family and friends and,
more importantly, brand love and brand loyalty do not necessarily correlate
with immediate purchase intention towards the brand. Having said that, the
researchers are comforted by the fact that the unique proposition of
McDonald’s Philippines’ CSR Campaigns continues to do a significant job
in increasing brand loyalty.
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6.2 Implications
To address the implications from the derived understandings of the
study, McDonald’s Philippines has an opportunity to further stretch their
growing brand identity in the market and to continue strengthening brand
love and loyalty from their consumers. This opportunity is presented in the
decision to continue making ads in the tone of CSR messaging. As their
strongest suit amongst their competitors in the market right now,
McDonald’s Philippines ought to continue in their promotion of their CSR
policies and advocacies. By this notion, the brand has a chance to
strengthen their weak points, from the factors of subjective norm and
perceived behavioral control, and overcome the challenge of translating the
existing brand love and brand loyalty into purchasing behavior - into
tangible, concrete data and profit for the company.
Also, the decision to move forward with ads that resonate with the
messaging of their CSR campaigns, McDonald’s Philippines must become
aware of their global influence and commitment to authentic, humane, and
empathetic approach to their ads, else be scrutinized of greenwashing.
McDonald’s Philippines must fulfill their commitment towards their corporate
social responsibility and consistently take it upon themselves to give back
towards their loyal consumers.
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6.3 Recommendations
As an answer to the challenge presented to McDonald’s Philippines
towards their approach to strengthen their brand CSR in catering to the
moderation of the subjective norms and perceived behavioral control of their
consumers, a good option would be to include bundle promos and
packaging as well as other avenues for their consumers to give back
towards the brand’s advocacies. Perhaps, one that would cater to the family
and a separate one for group of friends wherein integration and active
participation from their peers and circle of influence is encouraged. This
avenue may be incorporated into their menus and McDonald’s Philippines
may even opt to openly advertise the beneficiaries for this cause.
Furthermore, as a solution to the limited perceived behavioral control
from their consumers in relation to their brand CSR, a good
recommendation would be to advertise the easy, convenient, and
comfortable order system using the McDonald’s app. By encouraging the
knowledge and inviting users to the platform, consumers would perceive
this ease of comfort and convenience as a chance to purchase services
from McDonald’s Philippines. As of this year, we are already seeing efforts
of this promotion which is geared towards strengthening their consumers’
perceived behavioral control evidenced by McDonald’s Philippines ads
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starring Michale V., also known as ‘Bitoy’, navigating through the features
and convenience of the McDelivery PH app.
Further research in studies of similar nature of CSR Campaigns during
the COVID-19 pandemic in Asia could also be improved upon, especially
through the lenses of different neighboring countries. The utilization of the
TPB model may also prove as another field of research that future
researchers may decide to touch up on. To emphasize the findings of the
study, the linear regression analysis only accounts for 52% of the employed
factors in the study which means there is still 48% unaccounted for. Future
researchers may try to see other mediating and moderating that may affect
consumer behavior and use TPB as their lens, studying concepts in
greenwashing, service quality, perceived user experience, brand activism,
and other factors that may contribute to this percentage.
80
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Appendices
APPENDIX A: Survey Questionnaire
Survey on the Intention to Support McDonald’s Philippines

During the COVID-19 Pandemic
Hello!
We are 4th Year AB Communication students from the University of Santo Tomas. We're
currently researching on the topic of advertising, specifically, the Filipinos' support for
McDonald's Philippines and their brand amidst the COVID-19 Pandemic and the relation
of their CSR Campaigns to this intention.
As a requisite for the course, CA32822 - Thesis Writing 2: Thesis Colloquium, we are
conducting this survey amongst AB Communication Students in order to collect the
necessary data to progress with our study.
We are asking for your consent in participating in this study. We guarantee that all the
information gathered in this survey will be confidential and will only be utilized for research
purposes.
Thank you for your time and patience in answering this survey!
Should there be any concerns or inquiries regarding the survey or if you would like to
address the researchers, please see the contact information below.
Jamie Pauline N. Ang – 09174006377/ jamiepauline.ang.ab@ust.edu.ph
Belle Andrea G. Zoleta – 09567107382/ belle.zoleta.ab@ust.edu.ph
Justine Miguel P. Tejano – 09770397252/ justinemiguel.tejano.ab@ust.edu.ph
By selecting "I agree" you are consenting to the conditions described above.
I agree
I disagree
Profile
Full Name:
Sex:
Female
Male
101
What Social Media platforms do you use?

Prefer not to say Check all that apply
Facebook
Others:
Twitter
Age: YouTube
18 TikTok
Others:
19
Which Fast Food restaurant do you
20 frequently consume?
Check all that apply
McDonald’s
21
Jollibee
22 KFC
Chowking
23
BonChon
24 Popeye’s
Others:
Year and Section:
1COM1
1COM2
1COM3
1COM4
2COM1
2COM2
2COM3
2COM4
102
3COM1
3COM2
3COM3
3COM4
4COM1
4COM2
4COM3
4COM4
4COM5
SWIS
Section I: This section has questions related to your opinions about McDonald’s
Philippines. Please tick your level of agreement to these statements.
Attitude
Strongly Strongly
Agree Neutral Disagree
Agree Disagree
1. I trust McDonald’s
Philippines as a fast-food
brand.
cares about their
customers.
3. I enjoy food from

103
4. I enjoy food from

meets my satisfaction.
6. I always consider
McDonald’s Philippines as
an option when buying fast-
food.
Section II: This section has questions related to your family and peers’ opinions on
McDonald’s Philippines. Please tick your level of agreement to these statements.
Subjective Norm
Strongly Strongly
Agree Disagree
1. My family would
recommend McDonald’s
Philippines and would order
from them.
2. My friends and peers

would recommend
McDonald’s Philippines and
would order from them.

know would recommend

know supports McDonald’s
Philippines in general.
104
Section III: This section has questions related to the presence or absence of
factors that will affect your capacity to participate and avail services from
McDonald’s Philippines. Please tick your level of agreement to these statements.
Perceived Behavioral Control
Strongly Strongly
Agree Disagree
1. I know how to order from

2. It’s easy for me to order

McDonald’s from food
delivery service apps. (i.e.
FoodPanda, GrabFood,
Lalafood)
3. It’s easy for me to order

McDonald’s on site from
one of their branches.
4. I know the nearest

McDonald’s branch near
me.
Section IV: This section has questions related to your intention to participate and
avail services from McDonald’s Philippines. Please tick your level of agreement to
these statements.
Intention
Strongly Strongly
Agree Disagree
1. If given the chance, I

would order food from
2. When considering where

to order fast-food, I would
choose McDonald’s
Philippines.
105
Section V: This section has questions related to your knowledge and participation
with McDonald’s Philippines CSR Campaigns. Please tick your level of agreement
to these statements.
McDonald’s Philippines CSR Campaigns
Strongly Strongly
Agree Disagree
1. My family would
recommend McDonald’s
Philippines and would order
from them.
2. My friends and peers

would recommend

know would recommend

know supports McDonald’s
Philippines in general.
106

UST Thesis - Love Ko Pa Rin Ba 'To - The Intention of Filipinos To Support McDonald's Philippines During The COVID-19 Pandemic

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UST Thesis - Love Ko Pa Rin Ba 'To - The Intention of Filipinos To Support McDonald's Philippines During The COVID-19 Pandemic

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LOVE KO PA RIN BA 'TO?

- THE INTENTION OF FILIPINOS

An undergraduate thesis presented to the

In partial fulfillment of the requirements for the degree

Jamie Pauline N. Ang

McDonald’s Philippines launched several CSR campaigns - the M

Safe, McDonald’s Kindness Kitchen, McClassroom, and Ingat Angat

campaign, to address those who are greatly affected by the COVID-19

pandemic as well as to establish a relevant brand identity. This challenge

subjective norm, and perceived behavioral control of the participants of the

study, also analyzing the moderating role of exposure to these campaigns

Ajzen’s (1991) and Bautista et al.’s (2017) Theory of Planned Behavior

model, integrating McDonald’s Philippines’ CSR Campaigns as the

moderating variable for the study’s analysis. The quantitative study

implemented a guided response type of survey research which employed

18-24 years old UST AB Communication student participants.

The findings indicate that attitude, subjective norm, and perceived

behavioral control, are significant determinants of an individual’s intention

to support McDonald’s Philippines and that McDonald’s Philippines’ CSR

Campaigns reinforce only an individual’s attitude in relation to their intention

purchasing behavior. Future researchers may try to see other moderating

factors that may affect consumer behavior, studying concepts in

greenwashing, service quality, perceived user experience, brand activism,

and other factors that may contribute to this percentage.

Keywords: COVID-19, McDonald’s, CSR Campaigns, Theory of Planned

Behavior, Purchase Intention

This Thesis entitled

LOVE KO PA RIN BA 'TO? - THE INTENTION OF FILIPINOS

JAMIE PAULINE N. ANG

PROF. NOEL I. MURAD, MMC

ASST. PROF. ANNA CIELO TIMBOL-PEREZ, M.A.

ADVISER’S GRADE: ____________

This is to declare that the content of this thesis is a product of my work

JAMIE PAULINE N. ANG

PROF. NOEL I. MURAD, MMC

The researchers utilized SafeAssign, a plagiarism checker software

designed to detect academic integrity, to test the authenticity and validity of

test conducted with SafeAssign.

Figure I: SafeAssign Plagiarism Checker Results

researchers’ adviser, Prof. Noel I. Murad, MMC. Throughout the entire

researchers in the pursuit of knowledge and deeper understanding towards

exchange of words, ideas, conversations, and memories that Prof. Murad,

MMC has had with the researchers.

A. Hagos, PhD. Their comments, suggestions, and critical questioning

largely contributed to the researchers’ goal of creating accurate and detailed

analysis of the study.

part in this success.

Chapter 5.0 Analysis 62

List of Figures and Images

Figure 1: Figure 1. Daily confirmed COVID-19 cases globally 02

Figure 14: Results of Moderation analysis 72

1.1 Background of the Study

One of the most recent public health emergencies of global concern is

a huge number of people after its occurrence in December 2019 in Wuhan,

China. The virus is transmissible between humans and has caused a

worldwide pandemic (Yuki et al., 2020). In addition, according to WHO

(2020), COVID-19 is a newly discovered infectious disease that has rapidly

spread throughout the world infecting nearly 32 million people worldwide.

environment in several ways; in general, many aspects of human behavior

due to the COVID-19 virus. Because of these, it has resulted in widespread

disruption such as travel restrictions (Chinazzi et al., 2020), closure of

schools (Viner et al., 2020), global economic recession (Fernandes, 2020),

and misinformation and controversies (Enitan et al., 2020).