Gemariah Jewel Melegrito | Zachary Vincent Basa | Rupert Claude Babelonia | Gilbert Mercado | Jamil Lauren Raymundo | Cedrick Clark Bombola | Jerkin Jexel Pedrosa | Jezza Abayon |
April 30, 2026
In the Philippines, Facebook is a widely used app, including older age groups. This creates an opportunity for marketers to promote their products through social media, attracting attention using Clickbait. This study aims to analyze the influence of Clickbait Content on Facebook on the Consumer Behavior of Generation X, particularly in terms of Consumer Engagement and Purchase Intention. Additionally, the study aims to determine the level of exposure to Clickbait content on Facebook. The study utilized a predictive correlational design. The data was collected with a structured survey from 40 Generation X respondents, ranging from the ages of 45 to 60. With the collected data, a Simple Regression Analysis was utilized to examine the influence of Clickbait Content on Consumer Behavior. The findings show that Clickbait Content has a significant influence on Consumer