Is entertainment the key Creativity and Emotional Engagement as factors to buying behavior
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Abstract
Globe Tattoo,one of the leading sub-brands of Globe Telecom in the Philippines,used Branded Entertainment as an advertising tool to increase its earnings as oneof the players in the Philippine telecommunication industry.Using a quasi-experiment that involved 100 residents in Guiginto Town in Bulacan Province in the Philippines,the paper assessed the influence of the creativity and emotional engagement -characteristics of branded entertainment- of a Globe Tattoo TV commercial entitled"Defy Expectation”to the buying behavior of the residents of the town. Using One-Way ANOVA,the researchers have found that there exist significant differences on the relationship between the Globe Tattoo's recent three-minuter commercial's creativity and emotional engagement to the buying behavior of its perceived target market. This study also discovered that in the Philippines,if TV commercial creativity and emotional engagement are combined,no significant effect to buying behavior happened. The paper recommends that creative advertising in the Philippines must include cultural dynamics as one of the variables for successful brand engagement to happen.
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