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

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