The Effect of Video Advertisement on Purchase Intentions among Senior High School Students

Angel Lycca F. Balubar., Nikki Jane L. Adaptar., Clint B. Mananday., Saadani D. Palao., Saadani D. Palao., Tracy Alexandra C. Dalana. and Kenneth A. Pondang
Additional contact information
Angel Lycca F. Balubar.: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City
Nikki Jane L. Adaptar.: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City
Clint B. Mananday.: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City
Saadani D. Palao.: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City
Saadani D. Palao.: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City
Tracy Alexandra C. Dalana.: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City
Kenneth A. Pondang: Carlos P. Garcia Senior High School, 109 J. Luna St., Poblacion District, Davao City

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 2721-2737

Abstract: The credibility of video advertisements influences consumers’ purchase intentions, particularly in the context of social media, online shopping, and perceived risk. This study aimed to examine the relationship between video advertisement characteristics and purchase intentions among Senior High School Accountancy, Business, and Management (ABM) students. Employing a descriptive-correlational research design, data were collected from 300 respondents using validated questionnaires. Results indicated a weak but significant positive relationship between well-designed video advertisements and purchase intention, highlighting the importance of engagement, message clarity, and emotional appeal. These findings suggest that marketers should refine video advertisement strategies by focusing on compelling content, strategic placement, and audience engagement. Future studies should adopt a mixed-method approach to gain deeper insights into consumer perceptions and motivations behind purchase decisions.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-2/2721-2737.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... igh-school-students/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:issue-2:p:2721-2737

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().