Consumer Brand Research Articles

Examining social media engagement and its influence on consumer purchase intentions in China: Insights from Zhangzhou's digital ecosystem

The relationship between content engagement on social media platforms and purchase intentions among Chinese consumers, with a special focus on Zhangzhou City, Fujian Province, was explored in this study. The study looks at how social media consumption behaviors differ across demographic segments, explores how the types of engagement affect purchasing decisions, and assesses the influence of important consumer and content-related factors. The researchers gathered data from a total sample of 410 respondents using structured questionnaires measuring participants’ demographics, social media usage, content engagement, and purchase intentions were analyzed. The findings showed that WeChat, Douyin, QQ, and Xiaohongshu emerged as the dominant platforms with higher user engagement with multimedia content in terms of entertainment, connection, and user-generated sources. Although purchase intentions were high across the board, driven by factors such as product utility, brand loyalty, and visual appeal, engagement was not a major predictor of purchase behavior. Demographic differences in engagement were identified with higher levels in younger age groups and rank-and-file employees, whilst differences in purchase intentions were noted with males who were also more likely to consider buying. Building on these insights, the study recommended a targeted marketing strategy that focuses on multimedia content for younger consumers, product practicality, and the leveraging of time-sensitive promotions to find the sweet spot for engagement on priority platforms. Further studies should examine social media engagement’s long-term impact on consumer brand loyalty and include wider demographic groups for a more in-depth understanding of social media’s influence on consumer purchasing behavior.

The drivers of intimacy toward social media-based brand communities: perspective of attachment theory

PurposeSocial media-based brand communities (SMBBCs) have emerged as one of the most significant marketing tools due to their ability to create and maintain close relationships between SMBBCs and consumers. However, past studies have ignored intimacy toward SMBBCs, particularly the role of individual variances in their development. Researchers have revealed the significant impacts of individual differences in attachment styles on the development of brand–consumer relationships based on attachment theory. Accordingly, this study aims to explore the drivers of intimacy toward SMBBCs from the perspective of attachment theory.Design/methodology/approachThis study examines a proposed model that integrates two attachment styles – attachment avoidance and attachment anxiety – self-disclosure on social media and intimacy toward SMBBCs through two samples in the context of brands’ Facebook fan pages.FindingsThe results show that attachment avoidance and attachment anxiety have significantly negative and positive effects on self-disclosure on social media, respectively, which contribute to intimacy toward SMBBCs.Practical implicationsThe results offer brand managers significant implications for segmenting markets and developing relationship marketing strategies for their brand communities on social media.Originality/valueThis study is the first attempt to explore the driving factors of intimacy toward SMBBCs from the attachment theory perspective.

The dynamics of consumer boycott intention: Examining the roles of moral reasoning, cognitive dissonance, and self-congruence

This study addresses consumer responses to unethical corporate behavior by examining the mediating effects of three moral reasoning strategies: moral rationalization, moral decoupling, and moral coupling. Specifically, this study evaluates how these moral reasoning strategies influence consumer behavior toward accused companies, focusing mainly on boycott intentions. This study also introduces cognitive dissonance as an additional mediating factor in the moral reasoning process. Recognizing the importance of self-congruence in brand–consumer relationships, this study proposes self-congruence as a moderator. Through these contributions, this study aims to advance the understanding of the antecedents and effects of moral reasoning processes on consumer responses to corporate misconduct.

How Does the Relevance of Firm-Generated Content to Products Affect Consumer Brand Attitudes?

How Does the Relevance of Firm-Generated Content to Products Affect Consumer Brand Attitudes?

The Influence of Influencer Marketing and Brand Knowledge on Brand Switching Local Skincare

This study primarily aims to investigate the causal relationships between influencer marketing and brand knowledge on brand switching behavior among local skincare product consumers in East Jakarta, with particular emphasis on understanding the psychological and behavioral mechanisms driving consumer migration between brands. The research employs a quantitative methodology through a structured online survey distributed via multiple digital platforms (WhatsApp, Instagram, and Twitter), achieving a response rate of 87.5% with 154 valid responses from a target of 176 distributed questionnaires. The study population comprised both female (75.3%) and male (24.7%) consumers aged 17-35 years who have experience using local skincare products. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SmartPLS software, incorporating measurement model assessment (convergent and discriminant validity) and structural model evaluation (path coefficients and hypothesis testing). The results demonstrate statistically significant positive effects of both influencer marketing (β = 0.229, t = 3.131, p < 0.002) and brand knowledge (β = 0.242, t = 2.857, p < 0.004) on brand switching behavior. Specifically, influencer marketing's impact is manifested through trustworthiness, expertise, and attractiveness indicators, while brand knowledge influences through brand recognition, recall, and quality perception pathways. These findings have substantial implications for local skincare brands' marketing strategies, suggesting that effective influencer collaboration and comprehensive brand education can significantly influence consumer brand switching decisions. The study contributes to the growing body of literature on digital marketing dynamics in the Indonesian skincare industry while providing practical insights for marketing practitioners in the local beauty sector.

Halal fashion insights: understanding brand dynamics in consumer perception

Purpose This study aims to investigate the intricate interrelationships between brand experience, self-congruence, brand trust, brand image and brand love within the halal fashion industry. The primary objective is to uncover the underlying dynamics that influence consumer perceptions and behaviours in this unique market context. Design/methodology/approach Using a quantitative method and purposing sampling, data were collected from 500 consumers of halal fashion brands using online questionnaires by Google Forms. Partial least square-structural equation modelling techniques were used to analyse the data and test the hypothesized relationships between the variables. Findings The findings reveal significant positive relationships between brand experience and self-congruence, brand experience and brand trust, self-congruence and brand trust and self-congruence and brand image. Furthermore, brand trust and brand image emerged as a significant predictor of brand love within the halal fashion context. Research limitations/implications The sample size and geographic scope were limited to consumers in Indonesia, which may impact the generalizability of the findings. Although fashion trends are often seen as more applicable to women, this research included both women and men to provide a comprehensive understanding of consumer behaviour. Future research should explore these constructs in diverse cultural contexts and consider gender-specific nuances to enhance generalizability and robustness. Practical implications This study offers actionable strategies for halal fashion branding. Marketers should create brand experiences aligned with Islamic values, ensure transparency in sourcing and halal certification and embrace cultural diversity in campaigns. Leveraging digital platforms and influencers can enhance engagement and foster brand loyalty. These insights provide a framework for building trust, inclusivity and long-term success in the halal fashion market. Originality/value This study offers a novel contribution by examining the relationships between brand experience, self-congruence, brand trust, brand image and brand love specifically within the halal fashion market. Unlike previous research, it focuses on how Islamic cultural and religious values influence these constructs, providing fresh insights into branding strategies in this niche sector. Theoretically, it enriches understanding of consumer behaviour in culturally specific markets, whereas practically, it offers actionable guidance for marketers to build trust and emotional connections with halal fashion consumers.

Demystifying the impact of religious beliefs and environmental concerns on consumer–brand relationships

Demystifying the impact of religious beliefs and environmental concerns on consumer–brand relationships

Easing AI-advertising aversion: how leadership for the greater good buffers negative response to AI-generated ads

The advertising industry is being reshaped by artificial intelligence (AI), offering innovation and efficiency in ad creation but also triggering consumer scepticism. This research examines consumer perceptions of AI-generated ads and their impact on consumer brand perceptions, highlighting strategies to mitigate negative reactions. Specifically, the role of responsible leadership, or leadership for the greater good, is explored as a means to counter adverse effects. Through four studies, the findings reveal that signalling AI usage in advertising can heighten negative reactions, but brands perceived as committed to the greater good can mitigate these effects. By demonstrating responsible leadership, brands can reduce negative consumer responses and improve the acceptability and effectiveness of AI-generated ads. This research offers valuable insights into navigating the challenges of AI in advertising while fostering positive consumer engagement.

Sustainable digital marketing practices and consumer brand engagement – a brand reputation mediation investigation

ABSTRACT As consumer and regulatory pressures mount, brands are increasingly using digital channels to communicate their sustainability commitments. However, research on sustainable digital marketing (SDM) is still limited, and there is insufficient scholarly understanding of how integrated SDM strategies influence brand reputation and consumer engagement. This study is grounded in a multidimensional framework and defines SDM through key dimensions: transparency, ethical products, social and environmental impact, consumer education, and stakeholder engagement. It tests these dimensions to assess their effects on brand outcomes. Survey data were collected from 1,158 consumers across various geographical regions worldwide, providing a diverse sample to validate the findings. The results reveal significant positive direct effects of four SDM dimensions – transparency, ethical offerings, social impact, and stakeholder engagement – on brand reputation. This reputation, in turn, mediates positive indirect effects on consumer engagement. Interestingly, consumer education initiatives did not have a similar impact on brand reputation, indicating potential challenges in translating knowledge into consumer engagement. Overall, the integrated SDM construct positively predicts both brand reputation and consumer engagement, highlighting a synergistic relationship between sustainability efforts, reputation, and consumer engagement. These insights provide actionable guidance for both academic researchers and industry stakeholders.

The Role of Social Media Influencers in Shaping Consumer Brand Engagement and Its Impact on Strategic Business Decisions

The Role of Social Media Influencers in Shaping Consumer Brand Engagement and Its Impact on Strategic Business Decisions

The Influence of Social Media Corporate Social Responsibility Communication on Consumer– Brand Identification and Electronic Word of Mouth in the Banking Sector: The Moderating Role of User-Generated Content

This study contributes to both marketing and corporate social responsibility (CSR) literature by exploring consumer perceptions of CSR in the banking sector. The findings reveal that CSR efforts on social media help build consumer–brand identification (C-B identification) and promote positive electronic word of mouth (eWOM). Both perceived CSR initiatives and C-B identification have a direct, positive effect on eWOM. Additionally, user-generated content enhances the effect of CSR initiatives on eWOM. For policymakers, these findings highlight the impact of engaging CSR communication on social media. Effective CSR strategies can strengthen brand identity and build positive consumer engagement, supporting loyalty and advocacy. This study expands knowledge on CSR communication within the banking sector and offers practical insights into social media strategies.

Gotta take my avatar shopping: impacts of interactive virtual shopping in esports

PurposeEsports game developers are incorporating interactive virtual shopping (IVS) experiences into their products to facilitate consumer–brand interactions. Despite the potential influence of IVS, existing research lacks an understanding of its impact on consumers’ overall affect– particularly game enjoyment, a critical factor in sustaining engagement with esports products – and on attitudinal change toward brands in the real world.Design/methodology/approachAn experiment was designed to examine the impact of shopping in the virtually interactive esports marketplace on game enjoyment. Mediating effects of positive change in brand attitude, perceived realism and character attachment and the moderating effect of self-avatar gender congruity were investigated using SPSS PROCESS Macro. Additionally, the impact of brand popularity on the relationship between IVS and brand attitude was examined using analysis of covariance (ANCOVA).FindingsThere was a positive impact of IVS on game enjoyment, mediated by a positive change in brand attitude, perceived realism and character attachment. Self-avatar gender congruity moderated the mediation effect of perceived realism. Notably, less popular brands exhibited a greater change in brand attitude compared to more popular brands.Originality/valueThe findings add to the body of literature on esports, particularly in investigating the role of IVS within the esports virtual world and advancing research on cognitive appraisal theory. This study informs practitioners in the esports industry about the value of creating interactive virtual marketplaces, as they serve to benefit sponsoring brands and enhance game enjoyment for players.

The Influence of Healthy Lifestyle on Willingness to Consume Healthy Food Brands: A Perceived Value Perspective.

This paper aims to build a predictive model that assesses how a healthy lifestyle affects different dimensions of perceived value (quality, social value, emotional value, and economic value) and how these dimensions impact the willingness to purchase healthy brands. A quantitative, non-experimental, and cross-sectional study was conducted with a sample of 515 participants. A self-administered questionnaire was used, and the data were analyzed using the PLS-SEM method. The findings indicate that a healthy lifestyle positively influences the perception of quality and the social, emotional, and economic value of healthy brands. However, only perceived quality, social value, and emotional value significantly impacted the willingness to purchase, while economic value did not show a relevant effect. It is concluded that a healthy lifestyle is a determining factor in the perception of the value of healthy foods, which reinforces the purchase intention, except for economic value. These findings suggest that companies should prioritize strategies that reinforce the quality and emotional and social connections of their products to encourage the consumption of healthy brands. This study contributes theoretically to the perceived value model in emerging markets and provides practical implications for designing more effective marketing strategies in the Peruvian context.

Pengaruh Social Media Marketing terhadap Purchase Intention melalui Consumer Brand Engagement

The widespread use of Social Media Marketing (SMM) has a significant impact on increasing consumer Purchase Interest (PI). The vast market potential in Indonesia’s Online Food Delivery (OFD) industry can be optimized by GoFood as a food delivery service. This study uses a quantitative method through validity, reliability and hypothesis testing of 208 GoFood user respondents in Jabodetabek which were analyzed using the Partial Least Square Structural Equation Model (PLS-SEM) with SmartPLS 4.0 software. The research findings reveal that SMM content tailored to consumer preferences, such as educational and entertaining content, can enhance consumer engagement in interacting with the brand and the promoted products (CBE). High consumer interaction (CBE) fosters emotional connections that enhance Purchase Intention (PI) for products GoFood offers. As a mediating variable, consumer Brand Engagement (CBE) successfully reinforces the relationship between SMM and PI.

Brand Experience, Brand Satisfaction, E-Wom, Brand Trust And Brand Loyalty

Success company No regardless of role customer. Customers can quickly leave A brand if they do not have a strong sense of attachment, even though loyal customers generate the highest income. Strong brands can create loyalty brand terms for consumers to see the brand as a product or a good service. Study This aims To analyze the influence of experience brand, satisfaction brand and E-WOM against loyalty brand with trust brand as variable mediation. Amount sample as many as 190 people. Data analysis techniques used are descriptive statistics and statistical inferential, SEM PLS. Based on the results, analysis found that experience brand, satisfaction brand, and E-WOM influence positively and significantly loyalty brand. Trust brands can meditate in a way that partially influences trust, satisfaction, and E-WOM against loyalty brands. Research results Mean that the more tall trust brand, satisfaction brand and consumer E-WOM on Kompas.com, the higher it is loyalty brand consumers towards Kompas.com.

How WeChat official account marketing activities enhance brand loyalty among yoga consumers: the role of consumer trust and shopping motivations

PurposeThe purpose of this research is to investigate how WeChat official account marketing activities influence consumer brand loyalty through instrument- and emotion-based paths (i.e. cognitive and affective brand trust) and how these paths operate depending on consumer shopping motivation.Design/methodology/approachWe tested hypotheses using structural equation modeling with a three-wave online survey of two-week intervals administered to 179 individuals who follow the WeChat official account of a yoga gym brand.FindingsWeChat official account marketing activities are positively related to cognitive and affective brand trust. Affective trust mediated the relationship between WeChat official account marketing activities and brand loyalty, and hedonic motivation moderated this relationship.Originality/valueOur research extends the current knowledge by articulating that the influence of WeChat official account marketing activities on brand loyalty is mediated by affective brand trust, and hedonic motivation as a key contingency affects this mediation effect.

Does word of mouth matter for brand love among young consumers Mediating role of consumer brand loyalty

Does word of mouth matter for brand love among young consumers Mediating role of consumer brand loyalty

Proposing a Comprehensive Model to Explore and Evaluate the Factors Influencing Egyptian Consumers’ Brand Loyalty: An Empirical Study in the Home Appliances Sector

The home appliance industry in the Egyptian market is currently witnessing rapid growth with very intense competition. In light of this fierce competition, the concept of brand loyalty has emerged as an important issue that should be carefully studied. Although manufacturers realize the importance of this concept, there is still no agreement on the factors that influence it. Furthermore, a lot of previous studies have examined the role of mediator variables in generating brand loyalty and conceptualized these mediating variables as a necessary commitment. However, there may be no need for such intermediary factors, rather the relationship can be direct between the antecedents of brand loyalty and brand loyalty. As such, this study aims to (1) develop an integrated conceptual model to discover the factors that Egyptian consumers rely on to build their loyalty in the context of home appliances, and (2) detect the relative importance of each factor in achieving overall consumer brand loyalty. To fulfill these objectives, the study proposes six factors namely brand trust, brand image, after-sales service, customer satisfaction, perceived quality, and brand experience. The novelty in this study lies in proposing one integrated model that includes the main determinants responsible for brand loyalty and studying them together instead of studying the influence of each determinant separately as in previous studies. In addition, till now there is no clear insight into whether the proposed factors have a direct or mediating effect on brand loyalty; this research attempts to answer this controversial question. For this purpose, the survey method is used as the primary data collection. 400 questionnaires were randomly distributed to home appliance buyers living in Alexandria city. The collected data were analyzed statistically using SPSS software. Correlation analysis, multiple linear regression, and stepwise regression were used to reach our results. The main findings of the study indicated that there is a significant and direct relationship between all proposed factors and consumer brand loyalty. However, after-sales service, perceived quality, brand trust, and customer satisfaction are notable determinants and have the highest relative importance on Egyptian consumer brand loyalty concerning home appliances.

Exploring xenocentrism in global brand consumption: insights from the Vietnam fashion industry and its implications for cultural adaptation

Exploring xenocentrism in global brand consumption: insights from the Vietnam fashion industry and its implications for cultural adaptation

The Impact of Social Media Marketing on TikTok: Exploring Brand Awareness and Consumer Brand Engagement as Mediators of Purchase Intention among Gen Z in Padang

Social Media Marketing (SMM) has become a pivotal strategy in influencing consumer behavior, particularly among Gen Z, who are active TikTok users. This study investigates the impact of SMM on purchase intention (PI), mediated by brand awareness (BA) and consumer brand engagement (CBE). Using a quantitative approach, data were collected from 200 Gen Z respondents in Padang, Indonesia, through purposive sampling. The results reveal significant relationships between SMM, BA, CBE, and PI. Notably, BA and CBE mediate the relationship between SMM and PI, underscoring the importance of these variables in enhancing marketing effectiveness. The findings provide practical insights for marketers aiming to optimize their TikTok strategies.