Consumer Behavior Research Articles

Investigating Marketing Strategies and Consumer Behavior of Chinese Otome Games: A Case Study of Game “Love and Deep Space”

This study investigates the marketing strategies and consumer behavior associated with Chinese otome games, using “Love and Deep Space” as a case study. Otome games, a genre predominantly targeting female players, have gained significant traction in the Chinese gaming market. This research explores how these games are marketed and how consumer behavior influences their success. Through a mixed-method approach, including market analysis, consumer surveys, the study examines promotional tactics, platform usage, and consumer preferences. Key findings highlight the effectiveness of targeted digital marketing, the role of social media influencers, and the impact of localized content on player engagement. The results provide insights into how otome games can leverage marketing strategies to enhance their appeal in the competitive Chinese market and offer recommendations for developers aiming to optimize their marketing efforts and understand consumer preferences in this niche segment.For example, the popularity of games such as Love & Producer not only shows the commercial potential of B-girl games, but also highlights the specific needs of female gamers for game content and experiences. Therefore, game developers need to have a deep understanding of these requirements and incorporate them into game design and marketing strategies in order to gain a competitive advantage in this growing market.

The Broad Impact of Contemporary Digital Marketing Strategies on Consumer Behavior

This research aims to explore the extensive impact of contemporary digital marketing strategies on consumer behavior. By analyzing the successful case of Alibaba’s Double Eleven event, it details how multi-channel reach, personalized marketing, and ad content influence consumer behavior. The case analysis reveals that Alibaba effectively increased consumer participation and purchase behavior during the promotional period and the event day through widespread media promotion, diverse interactive activities, and precise personalized recommendations using digital technology. The results demonstrate the significant impact of digital marketing strategies on consumer behavior. However, this research is limited by the recent data used, indicating certain constraints. Challenges such as privacy concerns and data security still need to be addressed. Future research should further explore the varying effects of digital marketing strategies across different cultural backgrounds and emerging technologies.

The Influential Mechanisms of Live-Streaming Hosts on Consumer Behavior

In recent years, with the rise of e-commerce live streaming, hosts promoting products have played a crucial role in connecting consumers with products and influencing consumer behavior intentions. This paper reviews the current state and trends in research on how these hosts affect consumer behavior intentions, exploring how their personal characteristics, interaction patterns, and discourse strategies impact consumer purchasing decisions. Through analysis from both quantitative and qualitative research perspectives, it reveals the influence mechanisms of these hosts in modern e-commerce environments. Additionally, it discusses the pivotal role of interactive information in e-commerce live streaming, including its ability to enhance purchase desire, enrich entertainment experiences, and improve consumer shopping experiences. While existing studies provide valuable insights, there are still research gaps, particularly in-depth studies on the influence of hosts in specific domains. The findings of this review are significant for understanding the central role of hosts in e-commerce live streaming and their impact on consumer behavior, providing a theoretical foundation and support for future research and practice.

Pengaruh Konformitas terhadap Perilaku Konsumtif pada Mahasiswa Konsumen Coffee Shop di Kota Padang

This study aims to see the influence of conformity on consumer behavior among student coffee shop consumers in Padang City. This research uses quantitative methods. The population in this study were students as coffee shop consumers in Padang City with a sampling technique using purposive sampling. The sample in this study amounted to 105 people. The instruments used in this study were the conformity scale and the consumer behavior scale. The results of the analysis using simple linear regression with a significance of p = 0.018 (p <0.05), correlation (R) of 0.231 and the coefficient of determination (R Square) of 0.053. This means that conformity has a significant positive influence on consumer behavior with an influence of 5.3%.

The Impact of Different Types of Short Video-Linked Advertisements on Consumer Avoidance Behavior: A Case Study of Douyin Advertisements

With the rapid growth of the Internet, short videos have become increasingly significant in the advertising industry. Advertising linked to short videos has progressively emerged as a primary marketing strategy. However, certain categories of customers cannot be accurately targeted with advertisements, leading to dissatisfaction among some viewers of short videos. Consequently, ads associated with videos often result in consumer avoidance behavior. This article investigates and analyzes the impact of different types of short video-linked advertisements on consumer avoidance behavior, drawing on a variety of previous studies. The findings highlight the demographic traits and behaviors of consumers who tend to avoid product-related marketing in short videos. In an effort to address this issue, the study also provides comprehensive solutions and strategies to mitigate consumer avoidance and improve the effectiveness of short video advertisements. Moreover, the growth of online shopping has influenced consumer behavior and preferences, further emphasizing the need for effective advertisement strategies. By understanding the factors that contribute to ad avoidance and tailoring advertisements to meet consumer needs better, advertisers can enhance viewer satisfaction and engagement. This research contributes to the broader understanding of advertising dynamics in the digital age and offers practical insights for marketers aiming to optimize their short video advertising campaigns.

Research on the Influence of Brand Interaction on Social Media Platforms and Consumers’ Purchasing Decision-making Process

With the rapid development of Internet technology and the popularity of social media, the interaction between brands and consumers has undergone profound changes. Social media platform, with its unique real-time, interactive and communication, has become an important bridge between brands and consumers. In the complex and changing market environment, brand building and maintenance is the key to the success of enterprises. With rapid changes in consumer behavior and market competition, brands need to adopt innovative strategies to strengthen their market position and consumer loyalty. The impact of KOL and KOC on consumers on social media platforms is complementary. KOL quickly increases brand awareness through extensive influence and professionalism, while KOC deepens consumers’ trust and desire to buy brands through authenticity and high interactivity. The combination of the two can form a complete marketing chain from awareness promotion to trust establishment to purchase transformation to maximize the marketing effect. This paper aims to explore how brand interaction on social media platforms affects consumers’ purchase decision-making process, and analyze its mechanism, influencing factors and effects, and give suggestions.

Examining the Relationship Between Consumer Sentiment and Stock Price Returns

This study centers on exploring the dynamic relationship between the University of Michigan Consumer Sentiment Index (UMCSI) and the S&P 500 Index, employing both a bivariate regression model and Granger Causality analysis. The aim is to provide deeper insights into how fluctuations in consumer sentiment, as reflected by the UMCSI, impact and are impacted by movements in the S&P 500 Index. Furthermore, Granger Causality analysis is employed to discern the directionality of this relationship. The results indicate that the S&P 500 Index Granger Causes the UMCSI, implying that past values of the S&P 500 Index contain predictive information about future changes in consumer sentiment. This finding suggests that stock market movements can potentially serve as leading indicators of shifts in consumer confidence, offering predictive insights into broader economic trends and consumer behavior.

The Impact of K-pop on Chinese Fan Culture

The influence of K-pop as a global cultural phenomenon extends beyond just music and fashion - it also impacts social patterns in today’s society. This study seeks to delve into the unique characteristics of K-pop and how it shapes the lives of its fans. By conducting surveys through questionnaires, the author has uncovered the profound impact that K-pop has had on Chinese fans in both life and spiritual aspects. In terms of lifestyle choices, it is evident that K-pop has left an indelible mark on its followers. Fans have adopted new aesthetic preferences inspired by their favorite idols while also adapting their language style and even eating habits based on what they see from these stars. It is common for enthusiasts to emulate the appearance and behavior of their beloved idols as a means to establish their own sense of identity. Furthermore, at a deeper level - spiritually - we found that K-pop has significantly shaped the outlooks held by its followers towards life itself along with influencing their consumer behaviors as well as criteria for selecting potential partners or mates. The resilience exhibited by these idols serves not only as inspiration for remaining optimistic during personal challenges but also prompts shifts in personal aspirations leading towards self-realization.

The Effect of Social Media Marketing on Brand Image from the Perspective of Information Adoption Model

The main purpose of this study is to examine the impact of marketing activities on social media on brand image from the perspective of information adoption model. While this study examines the relationship between social media and brand image, it also examines the usefulness of the information produced by businesses as a result of marketing efforts on social media; It aims to explain the relationship between the quality of information, the reliability of the source and the adoption of information, and to reveal what role this plays on brand image. Data were collected by survey technique from 204 people living in Karabük Province and using social media. The collected data were analyzed with Structural Equation Modeling (SEM). The analyzes confirm that the quality, reliability, usefulness and adoption of information produced through social media marketing positively affects brand image. This study contributes to previous studies in this field and reveals how important a factor social media marketing is in shaping consumer behavior. It should be seen as an indispensable situation for businesses to give importance to social media marketing in terms of their future in order to influence consumer behavior.

Explore the Problems and Optimization Countermeasures Existing in the Marketing Hype of the Shoes’ Business

This paper discusses the phenomenon of shoe marketing hype and its impact on consumer behavior and the market. First of all, through the development trend of social media and online platforms, the affected aspects of consumers are analyzed in this paper. Through the Nike brand, the price of limited edition sneakers has risen to a very extreme number, which discusses the reasons for this factor, including the cooperation between the spokesmen and the brand, thus causing consumers’ enthusiasm for limited edition sneakers, and analyzes the psychology of consumers. Consumer psychological factors mainly include the negative factors of the scarcity of goods. The paper emphasizes supply chain management to maintain the balance of the market and not oversaturation to ensure the scarcity of shoes and uniqueness in the market. In addition, the special commodities represented by sneakers will also be symbolic, stored, circular, and speculative, representing the uniqueness of the product online. In the end, the problems in the market are explained and optimized, and suggestions are put forward, such as advocating the concept of healthy consumption and encouraging consumers to choose products according to their actual needs rather than pursuing the value of hype.

Social Exclusion and Consumer Preference for Crowded Shopping Environments: The Moderating Role of Time Perspective

Introduction: This study investigates how social exclusion influences consumer preferences for crowded shopping environments and examines the moderating role of time perspective. Specifically, it explores the mediating role of social connectedness and how present hedonism and fatalism impact these preferences.Methods: Three experimental studies tested the hypotheses. Participants were randomly assigned to social exclusion or inclusion conditions, and their preferences for crowded environments were measured. Time perspective (present hedonism and fatalism) and social connectedness were also assessed.Results: Results show that socially excluded consumers prefer crowded environments to fulfill their social connectedness needs. Present hedonism intensifies this preference, while present fatalism diminishes it. The findings demonstrate the significant role of social exclusion and time perspective in shaping consumer behavior.Practical Implications: These findings provide actionable strategies for retailers to design environments that address the psychological needs of socially excluded consumers. Retailers can use these insights to create targeted marketing strategies, especially in a post-pandemic context, where social interactions are evolving.Originality/Value: This study offers new insights into the psychological mechanisms behind consumer behavior in response to social exclusion. By integrating Belongingness Theory and Time Perspective Theory, it deepens the understanding of how social exclusion drives consumer preferences for crowded environments, highlighting the moderating effects of present hedonism and fatalism

Exploring the Formation, Characteristics, and Impact of Consumer Psychological Expectations on Consumer Behavior in the Chinese Environment

Consumer decision-making is a complex process influenced by numerous factors, among which psychological expectations, as a potential force, play a key role in various consumer activities and have a profound impact on consumer purchasing behavior. This study aims to deeply analyze the formation mechanism, typical characteristics, and specific manifestations of consumer psychological expectations in the Chinese consumer market environment, and explore how these psychological expectations affect purchasing decisions. By revealing the inherent laws of consumer psychological expectations, this article aims to provide strategic guidance for enterprises, helping them improve sales performance and customer satisfaction by effectively managing consumer psychological expectations. The results of this study not only help enterprises to more accurately grasp consumer demand, optimize products and services in fierce market competition, but also provide empirical support for the development of consumer behavior theory, thereby enriching and deepening academic research in related fields.

Research on the Relationship Between Cross-Cultural Marketing and Brand Recognition and Loyalty

This paper explores the critical role of cross-cultural countermeasures in international marketing, focusing on the factors that influence the growth of enterprises in diverse cultural contexts and the operational challenges they face. As globalization deepens and the economic and cultural ties between nations become increasingly close, the need for culturally sensitive marketing strategies has never been more crucial. The study investigates how multinational companies, particularly through the case of McDonald’s, successfully navigate the complexities of cross-cultural marketing to enhance brand recognition and customer loyalty. Utilizing a mixed-methods research approach, including both quantitative data analysis and qualitative case studies, the paper examines the impact of localized marketing strategies on brand awareness and consumer behavior in different markets. The findings highlight the importance of adapting marketing strategies to the cultural context of each target market, emphasizing product localization, cultural adaptation in advertising, and leveraging local insights. The research concludes that culturally sensitive marketing strategies significantly contribute to global brand success and customer loyalty, offering practical recommendations for firms aiming to strengthen their global market presence.

Deciphering consumer behaviours in the innovative hospitality settings

Purpose This study aims to analyse the antecedents and consequences of consumer participation behaviour in the hotel industry. It investigates how citizenship behaviour influences the link between participation and switching intention. It also investigates hotel innovativeness, brand identification and consumer value co-creation using the frameworks of innovation diffusion theory, social identity theory and social exchange theory. By combining different academic perspectives, the study provides a thorough grasp of the elements that influence consumer behaviour and loyalty to hospitality brands. Design/methodology/approach This study used a descriptive-analytical approach to survey 526 guests who stayed at five-star hotels affiliated with chains in Egypt. The hotels were chosen using stratified random sampling, which ensured representation across multiple segments. For practical reasons, convenience sampling techniques were used to pick research participants. To test the study hypotheses, structural equation modelling was used, which provided a strong statistical analysis to assess the correlations between variables and validate the suggested theoretical framework. Findings The research indicates that hotel innovativeness has a substantial impact on consumers’ brand identification and involvement behaviour, but not their propensity to move brands. The relationship between participation behaviours and intention to switch is mediated by consumer citizenship behaviour. Research limitations/implications The cross-sectional study methodology may not address causal linkages or developmental difficulties because it only collected data at one point in time. A longer study period is required, and the sample group’s breadth is restricted to five-star hotel guests from Egypt’s chain-affiliated hotels. Originality/value This study offers a thorough methodology for assessing how hotel innovation influences consumer brand identification. It also looks at how consumer brand identification affects involvement and switching intentions. The study also investigates the moderating influence of consumer citizenship behaviour in the link between involvement and switching intentions.

Application of social cognitive theory and Islamic theory of consumer behavior in accessing Muslim behavior toward halal nutraceuticals

Purpose This study aims to explore the factors influencing Muslim behavior toward halal nutraceutical products in Malaysia. Design/methodology/approach This study used a quantitative survey approach to 400 Muslim respondents in Malaysia who have experience in consuming or purchasing nutraceutical products. The sampling technique used was multistage stratified sampling, and the data was analyzed using structural equation modeling. Findings This study revealed that perceived safety is the most influential factor contributing to Muslims’ behavior toward halal nutraceutical products in Malaysia, followed by Islamic values, trust, religiosity, maqasid al-Shariah and halal literacy. Research limitations/implications This study has only focused on halal nutraceutical products from the perspective of Muslim consumers in Malaysia. Originality/value This study contributes to understanding the factors that influence Muslim consumers’ behavior toward halal nutraceutical products by adopting the Social Cognitive Theory and Islamic Theory of Consumer Behavior.

“I’m buying organic, but not like you….” Multiple ways of being an organic food consumer

Understanding the attitudes and behaviours of organic consumers is vital for implementing strategies, at both producer and policy levels, to foster an expansion of the organic sector. In this study, we aim to identify the most relevant attitudinal profiles of organic consumers, and study how these profiles affect consumer behaviours on the market for organic products. A questionnaire was administered to a sample of 847 Italian consumers and a three-step latent class procedure was implemented to identify attitudinal profiles and connect them with individual behaviours. While the organic sector can count on quite a large base of committed consumers, the potential for further development is still important. While the focus on a western country might have affected the results, this can be addressed, especially by communicating the individualist benefits of organic foods, since self-oriented attitudes appear more able to stimulate pro-organic behaviours on the market.

Strategic Agility and Sustainable Competitive Advantage: How to Leverage Top Management Team Characteristics

Purpose: Ubiquitous disruptive innovations and technologies, frequently changing consumer behaviour, and evolving market dynamics in Kenya, have compelled television stations to constantly explore innovative ways to achieve long term business sustainability. Firms must be ambidextrous; balancing the tensions of excelling in current businesses while exploring opportunities for future growth. This requires top leadership teams that are well suited to the challenge of steering organisations in disrupted business contexts. This paper investigated the effect of top management team characteristics on the linkage of strategic agility and sustainable competitive advantage of licensed television stations in Kenya. Methodology: A descriptive cross-sectional survey was employed and primary data was collected using a semi-structured questionnaire. Data from 210 licensed television stations that were operational at the time of the study was analysed using structural equation modelling (SEM). Findings: The results of the study indicated that strategic agility had a positive and significant effect on sustainable competitive advantage of licensed television stations in Kenya. Further, top management team characteristics were a mediator on the nexus between strategic agility and sustainable competitive advantage, as well as a predictor variable of sustainable competitive advantage of licensed television firms in Kenya. Unique Contribution to Theory, Practice and Policy: The research was underpinned by the dynamic capabilities, resource-based view and upper echelons theories. The implication is that, to achieve sustainable competitive advantage, it is crucial for the top management team to possess specific attributes, including a balanced mix of both young and experienced members, diversity in functional backgrounds (especially those with knowledge of disruptive technologies and innovations), varying educational levels, and a mix of long-tenured and new managers.

Examining the Impact of Social Media Marketing on Consumer Purchase Intentions: Insights from Content, Influencer, and User-Generated Content Strategies

How social media affect the customers behavior plays an essential role for enterprise who aiming to thrive in a competitive market under the rapid digital platforms development and increasing amount of time people spend online. Social media platforms are the main source of information, entertainment and interaction, as well as the significant tool of marketing and customer engagement. The article emphasizes multiple influences of social media to customer determination through analyzing content, influencer and user generated content (UGC) marketing. Content marketing involves generating valuable and pertinent information to engage and sustain a specifically targeted audience, whereas influencer marketing utilizes the influence and credibility of prominent figures to endorse products and brands. UGC, on the other hand, provides authentic, peer-driven content that resonates with potential customers. These strategies comprehensively enhance the brand reputation, emotional resonance and consumer trust to drive purchase decisions and facilitate success. The study reveals that effective social media tactics can improve customer engagement and credibility, further increase the purchase intention, and conversation. These findings underscore the importance of integrating comprehensive social media strategies into marketing plans to positively influence consumer behavior and achieve business objectives.

A Comparative Analysis of Ethnic Networks and Internationalization of Latin American Agri-SMEs: The Case of Argentina, Brazil, and Chile

This paper investigates the key drivers influencing the internationalization of agricultural small and medium-sized enterprises (agri-SMEs) in Latin America, with a particular emphasis on the role of social and ethnic networks. Focusing on Argentina, Brazil, and Chile—three of the region’s largest agricultural economies—this study examines how familial and cultural connections between descendants of European immigrants and European entrepreneurs facilitate the global expansion of agri-SMEs. Using a cross-sectional quantitative analysis, data from agri-SME managers reveal the importance of these networks in reducing market entry barriers by providing insider knowledge of foreign markets, regulatory conditions, and potential business partnerships. The findings demonstrate that ethnic networks significantly reduce market entry barriers, providing Latin American agri-SMEs access to essential insider knowledge on foreign markets and local regulations, thereby facilitating internationalization. Additionally, agri-SMEs that leverage these networks are better positioned to meet growing global demands for sustainable, traceable food products, gaining a competitive advantage in international markets. The strength and frequency of interactions within ethnic networks are positively correlated with the degree of internationalization, highlighting the importance of social capital in overcoming operational challenges. This paper contributes to the literature by highlighting the underexplored role of ethnic networks in shaping the international marketing strategies of agricultural firms and their capacity to adapt to evolving consumer behaviors. The study offers practical insights for supporting the global integration of agri-SMEs in Latin America, addressing both operational challenges and the increasing need for sustainable food production practices.

Consumer Perception of Personal Care Products and Cosmetics on Health and Environmental Effects

ABSTRACTPersonal care products and cosmetics have become an essential part of present society. Since the composition of these products directly correlates with public health and the environment, understanding consumer behaviors and attitudes is a significant aspect in controlling their negative impacts. The present study surveyed 300 consumers in Sri Lanka to attain insights into the selection, usage, disposal, and participants' attitudes and knowledge of these products. The majority of the respondents were female (58%) and 71% were between the ages of 18 and 65. Most of them (48%) selected products by their evaluations and 34% were highly concerned about the ingredients. Removal of applied products was mainly done by washing (97%) and in many households, generated wastewater ended up in wastewater gullies (69%). The remaining plastic packages were discarded into municipal garbage trucks (42%) or burned (31%). Alarmingly, 29% of the participants have experienced some kind of adverse reaction by using these products during their lifetime. Therefore, proper monitoring, waste management, and regulation of these products could be beneficial to control many related health and environmental consequences.