PurposeIloilo province was singled out as a model province in the Philippines because of its ability to prevent the spread of COVID-19. This study aims to examine the factors that influenced Iloilo residents' adherence to quarantine protocols.Design/methodology/approachA total of 334 Iloilo residents joined the survey. Using the theory of planned behavior (TPB), the results suggest a significant impact of attitude on adherence to quarantine protocols, while subjective norm, self-efficacy and controllability were not significant.FindingsThis study suggests that attitude predicts adherence to quarantine protocols. Further, the results showed that intrinsic motivation mediated the relationship between (1) attitude and adherence to quarantine protocols and (2) subjective norm and adherence to quarantine protocols. This implies that intrinsic motivation such as staying alive can encourage a resident to adhere to quarantine protocols.Research limitations/implicationsSubsequent research should also consider how to mitigate the effects of similar public health crises in the future.Practical implicationsThe study implies that intrinsic motivation such as staying alive can encourage a resident to follow quarantine protocol given this pandemic.Social implicationsHealth campaigns can lead to a more favorable attitude toward quarantine protocols adherence. Given the value of subjective norm, campaigns can also frame quarantine protocols adherence as socially responsible behavior. This can be used to target provinces with the highest risk of infection within the population. These insights can be used by local government units (LGUs), media and other stakeholders to encourage residents to adhere to quarantine protocols.Originality/valueThis study provides insights that can be used by the LGUs, media and other stakeholders to encourage residents to follow quarantine protocols.

This review expands our insights into how micro, small, and medium enterprises or MSMEs cope with disruption in Metro Manila in the Philippines using social media marketing. COVID-19 accelerated certain processes forcing local businesses to embrace digital marketing transformation. Thus, it enables local businesses to intensify their social media marketing (SMM) efforts to remain relevant due to a series of lockdowns and government-initiated restrictions. Based on the systematic review, the researcher proposes a conceptual framework to answer the question: How can MSMEs cope with disruption through social media marketing to attain positive brand equity? The proposed conceptual framework looked into synonymous themes such as marketing competencies (MC), omnichannel strategies (OC), and brand equity (BE). Within the process, MSMEs can optimize their social media marketing strategies as a springboard to reimagine the new normal with significance on how the business would aggrandize its resources. Moreover, as of October 2021, the entire nation has entered the post-pandemic period, making this study pertinent for local enterprises. Indeed, MSMEs attempt to bounce back from a two-year incubus.

This study focuses on higher education institutions in Metro Manila, Philippines, with their initiative to use and adopt Massive Open Online Courses (MOOCs) by analyzing the continuance intention to use MOOC platforms among students or learners. This recently gained popularity due to emergency remote learning in Metro Manila, the pandemic’s epicenter. This study also aims to understand the transformative impact of MOOC education on traditional and online learning. In addition, the study utilized survey research with 122 MOOC learners via purposive sampling, given the nature and composition of the respondents. The data collected were analyzed using the structural equation modeling-path analysis to substantiate the hypotheses using the extended Technology Acceptance Model. The relationship between attitude to continuance intention and continuance intention to transformative impact was significant. However, perceived usefulness, perceived ease of use, and motivation were insignificant. It can be implied from the study the changing values of learners and students during the pandemic. Learning should not be an option but a way of life regardless of the circumstances and complement traditional learning. Finally, the study shows that the integration of MOOCs is the next big thing in global education, an impact on the school’s contribution to sustainable development goals through MOOC coverage by identifying the continuance intention among students and learners.

This study focuses on Metro Manila in the Philippines in preventing the spread of the novel coronavirus or COVID-19 through analyzing the moderating effect of social media campaigns on adherence to COVID-19 protocols. Metro Manila is the pandemic's epicenter with a strict implementation of quarantine protocols set by the Local Government Units (LGUs). This study also examines the factors that influenced Metro Manila residents to adhere to quarantine measures. Four hundred thirteen residents (413) joined the survey consisting of sixteen (16) cities and one (1) municipality in Metro Manila. Using the Theory of Planned Behavior, the direct relationships between attitude, controllability, social media and adherence to quarantine protocols were significant. This implies that social media has directly influenced adherence to quarantine protocols. However, social media did not moderate the relationship between subjective norm and self-efficacy in the adherence to quarantine protocols. The relationship between subjective norm and self-efficacy in adherence to quarantine protocols was not significant either. It was not others such as family and peers who encouraged the resident to adhere, but it was his or her decision to survive and stay alive. Finally, the study shows the crucial role of social media in helping minimize the spread of COVID-19.