An integrated marketing communications campaign for the Philippine Academy of Management

• Main Author: Mangampat, Gosh Cedric
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Congresses and conventions; Advertising—Congresses and conventions; Philippine Academy of Management > Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/30; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1033&context=etdm_market
• Institution: De La Salle University

The purpose of this study is to identify the factors that affect the intention of graduate students, scholars, and members of the academe to participate in research conferences and their insights on their perception of journals and conferences. In order to get a better understanding of this study, a framework based on the Theory of Planned Behavior (TPB) model was adopted. Through this study, the proponent aims to answer the following questions: 1) Which factors influence scholars' and graduate students’ intention to attend conferences? 2) Do subjective norms, attitudes, and perceived behavioral control affect the intention to attend research conferences altogether? 3) Which among the three variables significantly affect the intention to attend research conferences? To assess the factors that influence the intention of individuals, particularly those in the higher education system, to attend research conferences, a survey instrument was created based on the usage and attitudes of the respondents towards journals and research conferences, and the TPB model. The results of the study showed that among subjective norms, perceived behavioral control, and attitudes towards attending conferences, subjective norms, and perceived behavioral control do not significantly affect their intention to attend research conferences. But more importantly, attitudes towards attending conferences were deemed the most significant. Through this study, researchers will have a better understanding of academic conferences, and journals given that, currently, there are only a limited resources on these topics. This will contribute to the existing literature in the study of academic conferences, and journals in the Philippines.