The Effectiveness of Facebook Advertisements of Subscription-based Video-On-Demand Streaming Services to Filipino Millennials

Abstract

Subscription-based Video-on-Demand streaming services (SVODs) are popular hits nowadays on the online platform. The success of these SVODs is indeed dependent on consumer acceptance; however, the preference of the latter might vary. This study focused on targeting the millennials, as they are the biggest consumers of SVODs, by looking at Facebook advertisements, social pressure, consumer attitude, and purchase intention as the driving variables. This study included 196 respondents gathered through convenience sampling and was statistically processed through a linear regression to help determine the significance between variables contributing to a consumer’s purchase intention of SVODs. Results show that social pressure and attitude significantly affect millennials' purchase intentions for SVODs in Central Luzon. Thus, the researchers recommend that SVOD companies develop Facebook advertisement content that is vigilant of their consumers' preferences, such as eliciting an attitude and social pressure. This study also suggests different strategies to capture millennials in Central Luzon further.