Behavioral Variables Research Articles

Brushing up on carcass consumption: Investigating spatiotemporal scavenging dynamics of brushtail possums in Australian ecosystems

AbstractBrushtail possums (Trichosurus vulpecula) are becoming increasingly recognized as key members of local scavenger guilds in Australia. Yet, our understanding of the spatiotemporal scavenging dynamics of this mainly herbivorous marsupial species remains limited. We investigated abiotic and biotic factors influencing possum carcass use across an alpine and temperate bioregion in Australia. Using camera traps set on experimentally placed kangaroo carcasses, we first examined the influence of both open and closed canopy habitats and warm and cool seasons on possum scavenging behaviour across both bioregions. While scavenging was minimal in open habitats across both bioregions—likely a reflection of possums being an arboreal species—seasonality did significantly influence possum activity. Possums scavenged on carcasses in temperate regions entirely during cooler months. Scavenging was recorded year‐round in the alpine region, but with total possum feeding time on carcasses 5.9 times higher in cooler months. A more detailed 12‐month study in the alpine region confirmed this strong seasonal influence on possum scavenging, with possums up to 5.4 times more likely to discover carcasses in winter and spend up to 6.7 times longer feeding on carcasses during this season. The variability in possum scavenging behaviour between bioregions and seasons highlights the spatiotemporal complexity of possum scavenging behaviour and the importance of considering abiotic and biotic factors to understand the behaviours of scavengers more broadly. Recognizing primarily herbivorous animals as important yet often overlooked members of local scavenger guilds can help advance our understanding of complex scavenging networks and the intricate pathways through which energy flows in ecosystems, both in Australia and in other systems. Improving our understanding of the spatiotemporal scavenging dynamics of typically herbivorous species may also help to inform more nuanced and effective wildlife management strategies, where supplementary foraging on atypical food resources poses conservation concerns.

Error management atmosphere, employee career resilience and employee innovation behavior: The mediating role of psychological empowerment

In order to study the specific influence path and mechanism of different dimensions under error management culture on employees' innovation behavior, this paper takes the perception of error management atmosphere and employee career resilience as independent variables, psychological empowerment is taken as intermediary variable, active innovation motivation is taken as the moderating variable of psychological empowerment and employee innovation behavior, and employee innovation behavior is taken as the dependent variable. This paper systematically discusses the multi-dimensional and multi-level relationships among error management culture, employee occupational resilience, psychological empowerment, active innovation motivation and employee innovation behavior. The research finds that by enhancing employees' psychological empowerment, that is, making them feel the meaning, self-efficacy, self-determination and influence of work, enterprises can stimulate employees' intrinsic motivation and encourage them to be more actively involved in innovation activities. This research not only enriches our understanding of how organizational culture shapes the way employees behave, but also reveals the critical role that individual employee traits (such as occupational resilience) and psychological states (such as psychological empowerment) play in the innovation process. This paper provides some suggestions on how to build a culture that encourages innovation and tolerates errors.

Association between internet use and annual health checkups among older Japanese adults: propensity score-matched analysis, Japan gerontological evaluation study cross-sectional study 2016

BackgroundThe integration of the Internet into daily life has potential implications for public health, especially in promoting preventive healthcare measures like annual health checkups. This study explores the association between Internet use and the likelihood of participating in these checkups among older Japanese citizens.MethodsParticipants aged 65 and older were randomly selected from 37 municipalities in Japan, ensuring they required no long-term care. Out of 24,313 responses to a postal questionnaire, 11,495 participants were deemed eligible for analysis, achieving a valid participation rate of 70.1%. We applied propensity score matching to balance Internet users and non-users, resulting in 6,504 matched cases. Poisson regression analysis was then used to adjust for demographic, socioeconomic, and behavioral variables that could act as potential confounders.ResultsOur findings show that 55.1% of participants used the Internet several times a month, and among these, 63.5% had attended an annual health checkup in the preceding year. After adjusting for potential confounders, Internet users were found to be 9% more likely to participate in annual health checkups compared to non-users (95% Confidence Interval: 1.02–1.15).ConclusionsThis study concludes that there is a positive association between Internet use and participation in annual health checkups among older individuals in Japan. The results suggest that Internet use may serve as a tool to promote preventive healthcare practices in older populations. However, the study underscores the need for further investigation to understand the underlying mechanisms of this association and to establish a causal relationship.

The mediating role of goal orientation in the relationship between formative assessment with academic engagement and procrastination in medical students

BackgroundAcademic involvement and academic procrastination are two behavioral variables and are among the challenges of higher education, especially medical education. The purpose of the current research is to investigate the mediating role of goal orientation in the relationship between formative assessment with academic engagement and procrastination in Iranian medical students.MethodsThe present correlational study of path way type, was performed on 388 students of Zanjan University of Medical Sciences in the 2021 selected by a convenient sampling method. Four questionnaires of Goal orientation scale )21-item), the classroom assessment approaches questionnaire (12-item), the Procrastination Assessment Scale– Students (44-item) and the student engagement scale (10-item) were used to collect data. The data were analyzed with SPSS-26 and LISREL-10.2 software.ResultsThe results of the path analysis showed formative assessment have significant direct effect on mastery orientation (β = 0.40), performance-approach (β = 0.14), avoidance orientation (β = -0.28), academic engagement (β = 0.32) and academic procrastination (β = 0.12). Also mastery orientation (β = 0.13), performance-approach (β = 0.12), avoidance orientation (β = -0.25) have a significant direct effect in the variance of academic engagement. As well mastery orientation (β = -0.43), performance-approach (β = -0.15), avoidance orientation (β = 0.30) have a significant direct effect in the variance of academic procrastination. These results confirm the direct hypotheses. Indirect effect of formative assessment to academic engagement (0.21) and academic procrastination (0.27) was significant.ConclusionIt is recommended according to the results practitioners provide the basis for promoting academic engagement and decrease academic procrastination through the application of formative assessment and Improve classroom goal orientation.

Predicting the heat release variability of Li-ion cells under thermal runaway with few or no calorimetry data

Accurate measurement of the variability of thermal runaway behavior of lithium-ion cells is critical for designing safe battery systems. However, experimentally determining such variability is challenging, expensive, and time-consuming. Here, we utilize a transfer learning approach to accurately estimate the variability of heat output during thermal runaway using only ejected mass measurements and cell metadata, leveraging 139 calorimetry measurements on commercial lithium-ion cells available from the open-access Battery Failure Databank. We show that the distribution of heat output, including outliers, can be predicted accurately and with high confidence for new cell types using just 0 to 5 calorimetry measurements by leveraging behaviors learned from the Battery Failure Databank. Fractional heat ejection from the positive vent, cell body, and negative vent are also accurately predicted. We demonstrate that by using low cost and fast measurements, we can predict the variability in thermal behaviors of cells, thus accelerating critical safety characterization efforts.

Millisecond-scale motor control precedes sensorimotor learning in Bengalese finches.

A key goal of the nervous system in young animals is to learn motor skills. Songbirds learn to sing as juveniles, providing a unique opportunity to identify the neural correlates of skill acquisition. Prior studies have shown that spike rate variability decreases during song acquisition, suggesting a transition from rate-based neural control to the millisecond-precise motor codes known to underlie adult vocal performance. By quantifying how the ensemble of spike patterns fired by cortical neurons (the "neural vocabulary") and the relationship between spike patterns and song acoustics (the "neural code") change during song acquisition, we quantified how vocal control changes across learning in juvenile Bengalese finches. We found that despite the expected drop in rate variability (a learning-related change in spike vocabulary), the precision of the neural code in the youngest singers is the same as in adults, with 1-2 millisecond variations in spike timing transduced into quantifiably different behaviors. In contrast, fluctuations of firing rates on longer timescales fail to affect the motor output. The consistent presence of millisecond-scale motor coding during changing levels of spike rate and behavioral variability supports the view that variability early in learning stems from deliberate motor exploration rather than imprecise motor control.

Review of farmer-centered AI systems technologies in livestock operations

Abstract The assessment of livestock welfare aids in keeping an eye on the health, physiology, and environment of the animals in order to prevent deterioration, detect injuries, stress, and sustain productivity. Because it puts more consumer pressure on farming industries to change how animals are treated to make them more humane, it has also grown to be a significant marketing tactic. Common visual welfare procedures followed by experts and vets could be expensive, subjective, and need specialized staff. Recent developments in artificial intelligence (AI) integrated with farmers’ expertise have aided in the creation of novel and cutting-edge livestock biometrics technologies that extract important physiological data linked to animal welfare. A thorough examination of physiological, behavioral, and health variables highlights AI's ability to provide accurate, rapid, and impartial assessments. Farmer-focused strategy: an emphasis on the crucial role that farmers play in the skillful adoption and prudent application of AI and sensor technologies, as well as conversations about developing logical, practical, and affordable solutions that are specific to the needs of farmers.

Impact of self-perceived oral health and socio-economic factors on oral health-related behavior in Estonian adults.

To identify which socioeconomic factors are affecting oral health-related behavior and to provide suggestions for improving the population's oral health. Materials and methods: The survey includes population groups from age 35 and older from all 15 Estonian counties and major cities (n = 2,376). The study is based on data from a nationwide Estonian Adult Oral Health Survey questionnaire. In addition to analyzing eight aspects of oral health-related behavior and self-perceived oral health variables, the survey also includes participants' socio-economic and demographic characteristics. The study utilizes frequency tables (including cumulative distributions), means, correlations, and regression analysis as its methods. The mean number of beneficial behaviors reported by the participant was 4.2 (SD 1.6). The value of the oral health-related behavior index (OHBI, the number of reported behaviors from the eight) is initially determined by the optimal timing between meals, abstinence from smoking, and the choice of drinking water or refraining from any intake between meals. Participants with higher OHBI tended to rate their self-perceived oral health better. Adherence to beneficial dental health-related behavior in Estonian adults is primarily influenced by gender, educational level, type of settlement, and household income level. In order to significantly improve oral health and related behaviors, it is imperative to integrate dental services into universal health coverage and deliver ongoing oral health education for adults.

Predicting UK Domestic Electricity and Gas Consumption between Differing Demographic Household Compositions

This paper examines the influence of building characteristics, occupant demographics and behaviour on gas and electricity consumption, differentiating between family groups; homes with children; homes with elderly; and homes without either. Both regression and Lasso regression analyses are used to analyse data from a 2019 UK-based survey of 4358homes (n = 1576 with children, n = 436 with elderly, n = 2330 without either). Three models (building, occupants, behaviour) were tested against electricity and gas consumption for each group. Results indicated that homes without children or elderly consumed the least energy. Property Type emerged as the strongest predictor in the Building Model (except for homes with elderly), while Current Energy Efficiency was less significant, particularly for homes with elderly occupants. Homeownership and number of occupants were the most influential factors in the Occupants Model, though this pattern did not hold for homes with elderly. Many occupant and behaviour variables are often considered ‘unregulated energy’ in calculations such as SAP and are thus typically disregarded. However, this study found these variables to be significant, especially as national standards improve. The findings suggest that incorporating occupant behaviour into energy modelling could help reduce the energy performance gap.

Navigating discreetly: Spatial ecology of urban wild boar in Bordeaux City's landscape of fear, France

An exemplary urban adapter, the wild boar (Sus scrofa) has successfully colonized urban ecological niches worldwide. Improvement of strategies for optimal management of urban wild boar need to gather more empirical evidence of their spatial ecology. This study is based on GPS tracking and capture-mark-recapture (CMR) of 10 and 59 wild boar, respectively, captured in Bordeaux Metropolis (France). It shows that wild boar have become urban dwellers, with intra-urban home ranges varying from 1.3 to 64.6 km2 (MCP 100 %) and from 0.5 to 9.6 km2 (KDE 95 %), depending on urban conditions. CMR results confirm the low propensity to move away from urban areas (with a mean distance of 2 km between capture and recapture sites), despite a relatively low one-year survival rate since capture (47.5 %), primarily attributable to removal efforts. Wild boar strongly depended on urban woods, mostly during daytime resting, and highly frequented urban meadows during night foraging. Their use of urban agricultural areas was minimal, but they were mostly monitored following corn and grape harvests. Wild boar mitigated the risk associated with close proximity to humans by: a nocturnal activity (72.2 % of active locations registered from sunset to sunrise), which could also be partially attributed to their sensitivity to heat; a strong use of covered habitats, especially during daytime resting and when close to buildings and roads; and a low mobility during night-time foraging (1974 m average daily distance travelled). Moreover, we demonstrate high inter- and intra-individual variability in the spatio-temporal behaviour of urban wild boar. Finally, we discuss the gap between these results and the narratives surrounding the spatial ecology of urban wild boar. Our results not only confirm the species' ability to adapt to urban environments, but also highlight their behavioural flexibility, underscoring the relevance of significant changes in representations and management activities to mitigate human-urban wild boar conflicts.

Modelling the Behaviour of Millennials towards the Adoption of Mobile E-Money Services in National Capital Region of the Philippines using Structural Equation Modelling

This study investigates the behavioural intention of millennials towards the adoption of mobile e-money services. The Theory of Planned Behaviour as the theoretical foundation with Attitude, Subjective Norms, and Perceived Behavioural Control variables and Structural Equation Modelling as the modelling technique were employed to identify what factor(s) influence the millennial’s behavioural intent. A combined online and paper-and-pencil survey form was employed to assess how electronic banking through the use of mobile e-wallets is perceived by the millennials residing in the National Capital Region of the Philippines. The sociodemographic profile of the respondents and their banking experiences, including their access to financial products and services, are other goals of this study. The research concludes that millennials’ attitude and perceived behavioural control have a significant impact on their intent to adopt mobile e-money services, and the majority have access to financial products and services. The millennials’ subjective norms have a positive effect, but it is not significant. Additionally, the respondents’ gender and whether they own a bank account or not were used for moderation analysis. The research findings showed that both variables do not have a significant effect on the links between variables. Results of this research could guide the financial regulatory bodies in their policy-making activities, the users of electronic financial products in their financial endeavours, and the government, ultimately, to achieve its financial goals.

Entrepreneurial intentions and the role of educational and social support: do the self-efficacy and the theory of planned behavior variables matter?

Purpose The study aims to ascertain whether educational and social support for entrepreneurs significantly affects university students’ intentions to become successful entrepreneurs. This study examines the mediating role of the Theory of Planned Behavior (TPB) variables (e.g. entrepreneurial personal attitude, subjective norms and entrepreneurial perceived behavioral control) and entrepreneurial self-efficacy in encouraging young entrepreneurs. Design/methodology/approach An online survey with a structured questionnaire collected data from different university students in Bangladesh; subsequently, it was analyzed through the structural equation model. Findings The results suggested that educational support has a direct positive relationship with the three variables of TPB. Moreover, the findings indicated that social support positively influences the variables of TPB, entrepreneurial self-efficacy and entrepreneurial intentions. The variables of TPB and entrepreneurial self-efficacy were found to have a significant direct impact on entrepreneurial intentions and also exhibited favorable mediating effects of educational and social support on entrepreneurial intentions. Research limitations/implications First, the study is only generalized to some sectors of entrepreneurship activities because the researchers used samples from university students across Bangladesh. Second, the implicit limitation of survey-based research is that respondents need to know more ways of understanding the questionnaires accurately, and some participants need to be taught how to answer the question items. Practical implications The main practical implication for the relationship between entrepreneurial intentions and educational support involves different entrepreneurial educational programs, which give rise to attitude, behavior, self-efficacy and intentions and enhance the student's awareness of advancing a successful entrepreneurial career. Social implications This study demonstrated that universities and social communities should promote the improvement of innovative thoughts for entrepreneurs and offer essential information about entrepreneurship. Originality/value Because entrepreneurial educational support is a crucial factor in entrepreneurial intentions, universities need to develop a practical education system that can help improve the skills required to start new ventures. The results will improve a new route to developing students’ entrepreneurial intentions using the variables of TPB and entrepreneurial self-efficacy. Subsequently, these research findings will help to achieve governmental goals and increase the number of startups in the future.

Multiple endpoints analysis of the effects of diesel oil on a commercial species, Carcinus maenas

Fuel spills in marine environments pose significant threats to aquatic ecosystems, evidencing the intricate relationship between fuel utilization and its impact on benthic species of commercial value for human consumption. This interconnectedness of human, animal and environmental welfare falls within the One Health framework. The aim of the present study was to evaluate the toxicological effects of diesel oil on the green crab Carcinus maenas, and make a parallelism between tested concentrations and petrogenic hydrocarbon levels in natural environments. Mortality, locomotion and feeding behavior, molting, somatic growth, morphological malformations, stress biomarkers, and nutritional variables were analyzed in three different bioassays. In Bioassay 1, prepuberal females were exposed to diesel oil water accommodated fraction (WAF) to determine the median lethal concentration (LC50) at different periods. In Bioassay 2, prepuberal females were exposed to 168 h LC50 and LC25 of diesel oil WAF for 7 days, and were subsequently exposed to clean water. In Bioassay 3, prepuberal females were exposed to 168 h LC12 and LC6 of diesel oil WAF for 30 days. Petrogenic hydrocarbon levels in the field were quantified at a port and a nature reserve, with concentrations of aromatic hydrocarbons being 1.92 μg/g in the former and below 0.01 μg/g in the latter. In Bioassay 1, the 168 h LC50 was estimated to be 1.04 % of diesel oil. The results obtained in Bioassays 2 (LC50 and LC25) and Bioassays 3 (LC12 and LC6) suggest that environmental exposure to petrogenic hydrocarbons produces high mortality or interferes with the molting process of crabs, leading to reduced growth and developmental abnormalities. Such malformations were observed in chelipeds, pereiopods, gills chambers and eye peduncles, and affected feeding and locomotion behaviors. Overall, this could impact on population size and health, and consequently alter the ecological role and commercial exploitation of economically important species like C. maenas.

Adolescent depressive symptoms and memory performance in young adulthood: Testing critical period, accumulation, and pathway models using a sibling comparison design

RationaleDespite the existing literature connecting depressive symptoms with cognitive function in adulthood, there is limited knowledge about the longitudinal association between depressive symptoms in adolescence and memory function in adulthood, as well as the mechanisms underlying this relationship. ObjectivesThis study aims to determine whether depressive symptoms in adolescence are associated with memory function in young adulthood. To explore the underlying mechanisms of this association, it employs a life course approach, testing the critical period, accumulation, and pathway models. MethodsUtilizing data from the sibling sample of the National Longitudinal Study of Adolescent to Adult Health (Add Health), this study employed sibling fixed effects models to control for unobserved heterogeneity at the family level. To test various life course models, the analysis incorporated adult depressive symptoms, as well as an array of behavioral, psychosocial, and educational mechanism variables. ResultsSibling fixed effects estimates indicated a longitudinal association between depressive symptoms in adolescence and memory function in young adulthood (b = −0.084, p < 0.01). Depressive symptoms in adulthood neither explained nor intensified this association. Mediation analysis revealed that educational attainment modestly accounted for about 11% of the relationship between adolescent depressive symptoms and adult memory function. Combined, these findings lend support to the life course approach, with a specific focus on the critical period model. ConclusionsThis study's findings suggest that depressive symptoms in adolescence are an independent risk factor for memory function in adulthood. The empirical support for the critical period model underscores the importance of implementing early intervention programs and targeted strategies to support adolescents experiencing depressive symptoms.

Developing an Adaptive Behavior Construct from National Longitudinal Transition Study-2 (NLTS2) Data

ABSTRACT The current study aimed to develop an adaptive behavior construct using National Longitudinal Transition Study-2 (NLTS2) data. The parent survey data gathered at Wave 1 was used to create an adaptive behavior construct. A bifactor model with three subdomains of conceptual, social, and practical skills with a total of 21 items was developed using confirmatory factor analysis (CFA) with acceptable fit indices (RMSEA = 0.049, CFI = 0.977, TLI = 0.971). The total score from the adaptive behavior construct was statistically significantly different across groups of youths with different levels of intellectual disability. The adaptive behavior construct created from the current study will allow for a series of research involving adaptive behavior variables within NLTS2 data.

An Alternative Analysis of Computational Learning within Behavioral Neuropharmacology in an Experimental Anxiety Model Investigation

Behavioral neuropharmacology, a branch of neuroscience, uses behavioral analysis to demonstrate treatment effects on animal models, which is fundamental for pre-clinical evaluation. Typically, this determination is univariate, neglecting the relevant associations for understanding treatment effects in animals and humans. This study implements regression trees and Bayesian networks from a multivariate perspective by using variables obtained from behavioral tests to predict the time spent in the open arms of the elevated arm maze, a key variable to assess anxiety. Three doses of allopregnanolone were analyzed and compared to a vehicle group and a diazepam-positive control. Regression trees identified cut-off points between the anxiolytic and anxiogenic effects, with the anxiety index standing out as a robust predictor, combined with the percentage of open-arm entries and the number of entries. Bayesian networks facilitated the visualization and understanding of the interactions between multiple behavioral and biological variables, demonstrating that treatment with allopregnanolone (2 mg) emulates the effects of diazepam, validating the multivariate approach. The results highlight the relevance of integrating advanced methods, such as Bayesian networks, into preclinical research to enrich the interpretation of complex behavioral data in animal models, which can hardly be observed with univariate statistics.

How do Gender and Empathy Relate to Bystander Behaviour in Cyberbullying and Traditional Bullying

The present study investigates the associations between active bystanding, empathy, and gender, and whether these relationships differ between active traditional bystanding and active cyber bystanding. An online questionnaire was completed by 579 undergraduate students measuring defender bystander behaviour, empathy, and demographic variables. Results show that affective and cognitive empathy are associated with more active bystanding, regardless of bullying scenario. Results also show that gender is related to active cyber bystanding, but not active traditional bystanding. These results suggest that programs designed to increase bystander intervention should focus on both cognitive and affective empathy and their relationships with active bystanding, as they are related to active bystanding regardless of bullying environment.

Emotional Intelligence Profiles and Cyber-Victimization in Secondary School Students: A Multilevel Analysis

The research examined how different profiles of emotional intelligence (attention, clarity, and emotional regulation) act as protective or risk factors against cyber-victimization, taking into account individual and behavioral variables such as gender, sexual orientation, self-esteem, social anxiety, Internet risk, and parental control among high school students (11–18 years). A simulated sample was used, which was derived from an experimental sample of 1908 subjects (50.7% girls). Statistical equivalence was ensured between the two samples, and a multilevel analysis was conducted using the emotional intelligence profiles as the grouping variable. The results showed that the variability in emotional intelligence profiles predicted 96.7% of the variability of cyber-victimization. Factors that increase this likelihood include excessive interpersonal attention and low emotional regulation, higher social anxiety, offline victimization, older age, high parental supervision, and low self-esteem. In addition, being male and heterosexual is associated with a lower risk of cyber-victimization than being female and non-heterosexual. In general, it is suggested that protective measures against cyber-victimization should warn about the risk of Internet use, avoid paternalistic behavior by adults, and reduce rumination or excessive attention to the opinions of others.

Multimodal Driver Condition Monitoring System Operating in the Far-Infrared Spectrum

Monitoring the psychophysical conditions of drivers is crucial for ensuring road safety. However, achieving real-time monitoring within a vehicle presents significant challenges due to factors such as varying lighting conditions, vehicle vibrations, limited computational resources, data privacy concerns, and the inherent variability in driver behavior. Analyzing driver states using visible spectrum imaging is particularly challenging under low-light conditions, such as at night. Additionally, relying on a single behavioral indicator often fails to provide a comprehensive assessment of the driver’s condition. To address these challenges, we propose a system that operates exclusively in the far-infrared spectrum, enabling the detection of critical features such as yawning, head drooping, and head pose estimation regardless of the lighting scenario. It integrates a channel fusion module to assess the driver’s state more accurately and is underpinned by our custom-developed and annotated datasets, along with a modified deep neural network designed for facial feature detection in the thermal spectrum. Furthermore, we introduce two fusion modules for synthesizing detection events into a coherent assessment of the driver’s state: one based on a simple state machine and another that combines a modality encoder with a large language model. This latter approach allows for the generation of responses to queries beyond the system’s explicit training. Experimental evaluations demonstrate the system’s high accuracy in detecting and responding to signs of driver fatigue and distraction.

The Influence of Social Media Marketing and Influencer Marketing on Consumen Behaviour (Case Study of Gen-Z In Kota Depok, West Java)

This study examines the influence of Social Media Marketing (SMM) and Influencer Marketing on the consumer behavior of Generation Z (Gen Z) in Depok City, West Java. Utilizing a quantitative research approach, data were collected from 100 respondents through an online questionnaire. The findings from the multiple linear regression analysis indicate that both Social Media Marketing and Influencer Marketing significantly affect consumer behavior. Social Media Marketing, which is measured through variables such as content engagement, brand awareness, interactive features, and ad recall, has been shown to increase consumer engagement and influence purchasing decisions among Gen Z. Meanwhile, Influencer Marketing, which encompasses trust in influencers, influencer credibility, purchase intention, and content quality, plays a critical role in shaping the attitudes and behaviors of Gen Z consumers, leading to increased brand loyalty and purchase intentions. The study's coefficient of determination (R²) value of 78.1% suggests that these variables collectively explain the majority of the variability in consumer behavior among Gen Z in Depok City. These results align with previous research, underscoring the effectiveness of digital marketing strategies in shaping consumer behavior and offering valuable insights for businesses targeting Gen Z through social media and influencer channels.