ESG-Driven Digital Performance Measurement and Decision Support in Vegan Food Firms

This research aims to evaluate the impact of Digital Marketing on Consumer Purchase Intention at beauty clinics in Jakarta, with Consumer Engagement as a mediating variable and Consumer Trust as a moderating variable. The background of this study is the rapid growth of the beauty clinic industry in Jakarta, which is estimated to reach 672 units by 2024, yet the effectiveness of Digital Marketing in influencing purchase decisions remains in question. For the research method, a quantitative approach was used with Structural Equation Modeling (SEM) techniques through AMOS and SPSS 22 software. Data were collected from 330 respondents who are active on social media and have used services from three major beauty clinics in Jakarta: Erha Clinic, Derma Express Clinic, and Impressions Body Care Centre. The findings show that Digital Marketing has a positive and significant influence on Purchase Intention. Consumer Engagement has been shown to significantly mediate the relationship between Digital Marketing and Purchase Intention. Additionally, Consumer Trust has been shown to significantly moderate the relationship between Digital Marketing and Consumer Engagement. These results emphasize that to enhance the effectiveness of Digital Marketing, consumer involvement and trust in the brand are very important factors in supporting purchasing decisions.

This research investigates the dynamics of influencer authenticity and marketing effectiveness on consumer engagement and trust within PT. Unilever Indonesia, Tbk - Depo Makassar. Utilizing a quantitative research design with a sample of 130 consumers, path analysis using Smart PLS software was conducted to examine the direct and indirect effects of influencer authenticity and marketing effectiveness on consumer engagement and trust. The results reveal significant positive relationships between influencer authenticity and both consumer engagement and trust, highlighting the importance of genuine influencer engagements in fostering consumer connections and confidence in brands. However, while marketing effectiveness positively influences consumer engagement, its impact on consumer trust is not statistically mediated by engagement. These findings underscore the necessity for Unilever to prioritize authentic influencer partnerships and refine marketing strategies tailored to the unique characteristics of the Makassar market to enhance consumer trust and drive long-term brand loyalty and success. Keywords : Influencer Authenticity, Marketing Effectiveness, Consumer Engagement, Consumer Trust

With the increasing complexity of business today, competition in the e-commerce sector is becoming increasingly fierce. One major challenge faced by businesses is declining sales trends and difficulties in building consumer trust on e-commerce platforms. To address this, companies leverage digital marketing strategies, including Shopee Live, to expand their marketing reach and strengthen consumer engagement. This study aims to analyze the effect of digital marketing on consumer trust and purchasing decisions. Conducted in Bandung, Indonesia, the research employed a quantitative approach involving 170 respondents aged 17 to over 35 years, selected using purposive sampling. Data were collected through structured questionnaires using a Likert scale (1-5) and analyzed using multiple linear regression with SPSS version 17.0. The results reveal a significant positive effect of digital marketing on consumer trust, with a coefficient value of 0.295, as well as a significant positive effect on purchasing decisions, with a coefficient value of 0.226. These findings indicate that Shopee Live as a digital marketing tool plays a critical role in enhancing consumer trust and influencing purchasing decisions. The results can be utilized to develop more targeted digital marketing strategies and improve platform performance, ultimately driving better consumer engagement and sales growth.

A hybrid fuzzy regression-fuzzy cognitive map algorithm for forecasting and optimization of housing market fluctuations

In recent years, the energy market has seen an increase in small and medium enterprises (SMEs) participating in the sector and providing relevant services to customers. The energy sector SMEs need to acknowledge whether reengineering their marketing strategy by modeling customers’ website behavior could enhance their digital marketing efficiency. Web Analytics refers to the extracted data of customers’ behavior from firms’ websites, a subclass of big data (big masses of uncategorized data information). This study aims to provide insights regarding the impact that energy SMEs’ web analytics has on their digital marketing efficiency as a marketing reengineering process. The paper’s methodology begins with the retrieval of behavioral website data from SMEs in the energy sector, followed by regression and correlation analyses and the development of simulation models with Fuzzy Cognitive Mapping (FCM). Research results showed that customer behavioral data originating from SMEs’ websites can effectively impact key digital marketing performance indicators, such as increasing new visits and reducing organic costs and bounce rate (digital marketing analytics). SMEs in the energy sector can potentially increase their website visibility and customer base by re-engineering their marketing strategy and utilizing customers’ behavioral analytic data.

Research purpose. In India’s rapidly growing digital economy, cybersecurity has become a key factor shaping consumer perception and behaviour on digital marketing platforms. Rising data breaches and privacy concerns have elevated the importance of user trust. Cybersecurity is now seen not only as a technical safeguard but also as a strategic element for retaining consumers. Despite its growing significance, there is limited research on how cybersecurity directly influences consumer trust and loyalty in the Indian context. This study addresses that gap. The purpose of the research is to analyse the impact of cybersecurity measures on consumer trust and loyalty toward digital marketing platforms in India. To achieve that, such factors as data protection, privacy practices, and incident response, and their influence on consumer trust, engagement, and long-term loyalty to digital marketing platforms are assessed. The visibility of cybersecurity practices and their meaning to consumers are also analysed, as well as the translation of such perceptions into repeat purchasing behaviour and brand advocacy. By achieving that, the paper not only contributes to the scientific purpose but also provides actionable guidance for practitioners. The research analyses how trust serves as a mediating factor between cybersecurity measures and loyalty outcomes. Design / Methodology / Approach. A mixed-methods approach is used. Quantitative data from a structured online survey (50 participants across India) is combined with qualitative insights from an interview with a digital marketing professional. Analytical methods include regression, factor analysis, and thematic evaluation. Findings. Results show a strong positive link between effective cybersecurity and consumer trust, which significantly affects loyalty. Transparent data protection policies and visible cybersecurity efforts enhance consumer confidence and repeat usage. The study provides practical recommendations for strengthening user trust via improved cybersecurity. The findings are also intended to support digital platforms in designing security strategies that strengthen consumer confidence and create sustainable competitive advantage. Originality / Value / Practical implications. This research is one of the few studies that empirically examines how cybersecurity measures directly influence consumer trust and loyalty in the Indian digital marketing context. Its originality lies in combining consumer perception analysis with expert insights to reveal that visible and transparent cybersecurity practices are more influential than technical certifications. The findings provide practical guidance for digital platforms on how to build consumer trust and loyalty by integrating cybersecurity as a core element of brand strategy.

Although much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior in the tourism field. This research tested celebrities’ expertise, trustworthiness, and attractiveness as the antecedents of consumer trust and engagement in the tourism and hospitality context. Specifically, through the analysis of 406 valid responses collected by online questionnaire, this study makes the following conclusions. First, it provides a new perspective on the influence of celebrity effects by focusing on the live-streaming behavior of CEOs on China’s largest online travel agency (OTA) platform. Secondly, it confirms that the three dimensions of the celebrity effect (expertise, trustworthiness, and attractiveness) positively affect the three dimensions of consumer trust (ability, benevolence, and integrity). At the same time, consumer trust can also predict the three dimensions of consumer engagement (cognitive processing, affection, and activation). In addition, the three dimensions of consumer trust also play a positive mediating role between the relationship of celebrity effects and consumer engagement. That is, the celebrity effects have a positive and indirect influence on consumer engagement. Therefore, by suggesting that celebrity endorsements can create consumer trust and engagement in the OTA platform, this research expands the research framework of celebrity endorsement credibility theory.

Fuzzy cognitive map based approach for predicting yield in cotton crop production as a basis for decision support system in precision agriculture application

The difficult and challenging problem of Medical Diagnosis using Decision Support Systems (DSS) is addressed from a system's point of view. The novel approach of Fuzzy Cognitive Maps (FCMs) as a computational modelling method has been used to tackle problem of DSS for medical problems. The FCM approach is used to address the Medical Decision Analysis and compare it with Decision Trees algorithms. Two medical problems, the bladder tumor grading and Radiotherapy are analyzed and studied using the proposed FCM approach. Simulation results been obtained previously are presented and discussed. The important contributions that have been made by using FCM in a number of medical applications are briefly discussed and future research directions are provided for the clinical use of the FCM methodology.

This study examines the influence of ephemeral content on consumer engagement and trust by integrating quantitative and qualitative evidence through a sequential explanatory mixed-method approach. Quantitative data were collected from 201 active social media users using validated measurement scales for ephemeral content, engagement, and trust (Cronbach’s α = 0.882). The statistical analysis consists of Pearson correlation, validity testing, and simple regression. Results show that ephemeral content significantly predicts consumer engagement (β = 0.570, p < 0.001; R² = 0.32) and consumer trust (β = 0.620, p < 0.001; R² = 0.38). These R² values indicate moderate explanatory power, consistent with the correlation coefficients. The qualitative phase involved semi-structured interviews with 20 participants to explain the mechanisms underlying the statistical relationships. Thematic analysis reveals three psychological factors that shape consumer responses: (1) real-time urgency that triggers FoMO-driven attention, (2) authenticity generated through minimally edited and spontaneous content, and (3) interactive features that foster a sense of participation. Integration of both datasets shows that ephemeral content is effective not merely because of its temporary nature, but because it combines immediacy, emotional proximity, and interactive cues that enhance perceived credibility.

The rise of digital marketing has transformed consumer-brand interactions through personalized strategies and targeted ads driven by extensive consumer data. However, increased data collection has sparked privacy concerns, affecting consumer trust. This study examines how dataprivacy concerns impact consumer trust, engagement, and willingness to share information in digital marketing. Key privacy issues include over-collection, lack of transparency, unauthorized sharing, and data breaches. Using a mixed-methods approach, with quantitative surveys of 600 participants and qualitative interviews with 30 individuals, the study measures privacy concerns, trust, and engagement levels. Findings reveal a strong negative correlation between privacy concerns and trust, with transparency in data practices and regulatory compliance (GDPR,CCPA) identified as critical trust factors. Brands that prioritize transparency, data control, and compliance foster greater consumer trust, addressing the privacy- personalization paradox and aligning with consumer expectations for ethical data use. This study offers insights into privacy-trust dynamics and provides recommendations for privacy-centered marketing strategies. Keywords:Data Privacy ,Consumer Trust, User Consent ,Data Transparency, Data Collection Practices, Third-Party Data Sharing ,Data Breaches, Privacy Regulations (e.g., GDPR, CCPA).

This study explores the impact of influencer authenticity on brand perception and consumer trust, with consumer engagement as a mediating variable, specifically focusing on Wardah consumers in Padang. Using a quantitative approach, data was collected from 100 respondents aged 20-30 years who use Wardah products, applying a simple random sampling technique. Structural Equation Modeling (SEM) with Smart PLS was used to analyze relationships among variables. The findings indicate that influencer authenticity has a significant and direct impact on both brand perception and consumer trust, with higher levels of authenticity enhancing consumer perceptions and trust in the brand. Although consumer engagement partially mediates the relationship between influencer authenticity and brand perception, it has a weaker mediating effect on consumer trust. This suggests that while consumer engagement reinforces brand perception, trust in the brand primarily stems from perceptions of influencer authenticity. The results underscore the importance of genuine influencer partnerships for brands like Wardah to foster strong, trust-based connections with their audience, especially in culturally specific markets. This research contributes to a deeper understanding of how influencer marketing dynamics affect consumer attitudes, offering practical implications for brand positioning and trust-building strategies.

Purpose: This study investigates the transformative role of augmented reality (AR) and virtual reality (VR) technologies in e-commerce and digital marketing. It aims to understand how these immersive technologies enhance consumer experiences by addressing challenges such as product visualization, consumer trust, and engagement while fostering higher purchase intent and customer satisfaction. Design/Method/Approach: A systematic literature review synthesizes findings from empirical and theoretical studies published between 2011 and 2024. The methodologies analyzed include experimental designs, market analyses, and conceptual frameworks assessing the integration of AR and VR technologies in online retail. Findings: The findings indicate that AR enhances online shopping through features such as virtual try-ons and spatial placement visualization, reducing return rates and increasing purchase confidence. VR, on the other hand, provides immersive environments that simulate physical shopping experiences, strengthening consumer-brand connections. While AR demonstrates broader applicability in fostering interactive and personalized experiences, VR remains limited by accessibility and cost constraints. Both technologies exhibit immediate costs but offer long-term benefits, positively influencing conversion rates and customer loyalty. Theoretical Implications: This study contributes to consumer behavior research by applying value perception models, immersive technology frameworks, and engagement metrics to the e-commerce landscape. It refines existing theoretical perspectives on technological adoption by highlighting the interplay between sensory engagement, emotional connection, and consumer decision-making. Practical Implications: The research underscores the strategic importance of integrating AR and VR into digital marketing and e-commerce platforms. It suggests leveraging AR for product categories requiring spatial interaction and using VR for high-detail product exploration. The study provides actionable insights for businesses looking to enhance online shopping experiences through immersive technologies. Originality/Value: This study offers a comprehensive synthesis of AR and VR applications in e-commerce, highlighting their potential to reshape online shopping. By bridging the gap between physical and digital retail experiences, it provides a fresh perspective on how immersive technologies can drive engagement, accessibility, and personalized consumer interactions. Research Limitations/Future Research: While this study synthesizes existing literature, empirical validation through longitudinal studies and cross-industry applications is necessary. Future research should explore the long-term effects of AR and VR adoption on consumer trust, loyalty, and behavioral changes. Additionally, further exploration is encouraged into gamification, artificial intelligence (AI) integration, and demographic-specific implementations to drive sustainable engagement.

This research aims to explore how Digital Marketing and Online Consumer Reviews influence Purchasing Decisions, with Consumer Trust acting as a mediator in the online smartphone market in Indonesia. By surveying 326 respondents from the Jabodebatek area and applying the Structural Equation Modeling (SEM) approach, the study finds that Digital Marketing significantly affects Consumer Trust, while Online Consumer Reviews show no notable impact on Consumer Trust. However, both variables positively influence Purchasing Decisions. Additionally, the study highlights that Consumer Trust mediates the relationship between Digital Marketing and Purchasing Decisions, as well as the link between Online Consumer Reviews and Purchasing Decisions. These insights provide valuable guidance for businesses in shaping more effective marketing strategies, improving customer relationships, and boosting overall business performance in Indonesia’s online smartphone market. Ultimately, this research emphasizes the importance of understanding how digital marketing and online consumer reviews affect purchasing decisions is essential, with consumer trust as the main mediator. Companies should focus on effective digital marketing, brand reputation, and building consumer trust for a successful strategy. Monitoring reviews regularly is essential to improve customer satisfaction and achieve long-term profitability.

Purpose This research aims to investigate the role of virtual influencers in fostering consumer engagement with luxury brands via metaverse live-streaming. Design/methodology/approach A quantitative approach was adopted, with data collected from 384 valid respondents. Findings The results indicate that virtual influencer characteristics (friendship and connectivity) significantly influence consumer commitment and trust propensity. Consumer–influencer relationships (commitment and trust propensity) positively affect active consumer engagement with influencers, which, in turn, positively impacts active engagement with the luxury brand. Research limitations/implications This study makes three key theoretical contributions. First, it introduces and conceptualizes the characteristics of virtual influencers, advancing the understanding of their distinct attributes within digital marketing and consumer engagement. Second, this study extends parasocial relationship theory by applying it to virtual influencers within metaverse live-streaming environments. Third, it extends the application of commitment–trust theory by developing the concept of the consumer–influencer relationship in the context of virtual influencers, thereby providing a novel theoretical framework for examining consumer trust and commitment in digital interactions. Practical implications By reinforcing consumer–influencer interactions, this research provides actionable strategies for luxury brands to enhance consumer engagement in metaverse live-streaming. Originality/value This research addresses a critical gap in the metaverse live-streaming market for luxury brands, highlighting the role of virtual influencers in enhancing consumer engagement.