Consumer-brand Interactions Research Articles

THE RELATIONSHIP OF SOCIAL MEDIA MARKETING, BRAND ENGAGEMENT, BRAND FAMILIARITY, AND BRAND LOYALTY

The relationship between social media marketing, brand engagement, brand family, and brand loyalty are multifaceted and complex. Social media platforms have become pivotal in shaping consumer-brand interactions, influencing brand loyalty. This research examines the pattern of relationships between the above variables, using a total of 183 respondents. The analysis using PLS revealed several interesting findings regarding the relationships among the variables. Social media marketing has a positive impact on both brand engagement and brand familiarity, but it does not affect customer loyalty. Meanwhile, brand engagement and brand familiarity have a positive impact on customer loyalty. On the other hand, there is no direct influence of SMM on customer loyalty.

Data Privacy Concerns and their Impact on Consumer Trust in Digital Marketing

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).

Breakdown of the co-creation process on social media: developing the value co-washing framework and stakeholders dynamics

Purpose Social media platforms facilitate brand-consumer interactions by leveraging principles from nudging, value co-creation and social identity theories. This study aims to investigate how these interactions mask harmful practices and accelerate market access, perpetuating extreme consumerism. Specifically, the authors explore how value flow on social media, across distinct stakeholders, leads to value co-washing, revealing their collective unsustainable behaviours and related effects. Design/methodology/approach The authors use a mixed-methods approach, conducting content and sentiment analysis on nine TikTok videos featuring products from a leading Chinese company and analysing 19,816 user comments. Findings The value co-washing framework is developed across three building blocks: brands, creators and users. Findings uncover a paradigm shift in stakeholders’ dynamics, highlighting how social media collaborative engagements foster value co-washing. User involvement is categorized into three distinct clusters – brand lovers, saga creators and boycotters. The analysis identifies nine thematic patterns, including value co-creation, brand promotion, audience retention and calls for responsibility. Sentiment analysis reveals a dominance of neutral sentiments, reflecting a widespread unawareness and social adherence to value co-washing. Originality/value The proposed framework innovatively maps how distinct stakeholders contribute to extreme consumerism through value co-washing, providing foundational insights into the underlying mechanisms of consumer behaviour.

The role of brand anthropomorphism in building brand attachment: The experiment research on beverage brands

The concept of anthropomorphism has been described as a psychological process in which people perceive inanimate agents as humanlike. In the branding context, this approach has been considered as an effective positioning strategy to enhance consumer-brand interactions and create robust brand attachment, which refers to the strength of the bond connecting the brand with the self. Nevertheless, up to date, there are only a few empirical publications studying how and when anthropomorphism affects brand attachment. Filling the mentioned gap, on the basis of a three-factor theory of anthropomorphism (Epley, Waytz, & Cacioppo, 2007), and attachment theory (Bowlby, 1969), the paper provided an underlying mechanism that clarified the intimate relationship between brand anthropomorphism and consumers’ emotional attachment to such brands. The experiment applied in the context of healthy drink brands was carried out to test the hypothesis of the research model. The nonprobability design was adopted, and the sample size was determined in terms of similar previous studies which showed reliable and valid findings. Data was collected from 201 participants, and the Partial Least Squares technique was applied for statistical analysis. The study found that users tend to show greater brand attachment when they are exposed to an anthropomorphic juice brand (vs. a non-anthropomorphic one). The exploratory findings further highlighted the essential role of self-efficacy, self-esteem, sense of belonging, and psychological comfort, that mediated the effects of brand anthropomorphism on brand attachment. The results from this research contribute to understanding the anthropomorphism literature and provide valuable insights for marketing practices in the beverage industry.

From Exclusion to Connection: The Role of Anthropomorphic Chatbots in Shaping Customer Responses Post-Social Exclusion

In a world where digital interactions have become the norm, chatbots are evolving to not only assist with tasks but also to alleviate feelings of social exclusion. This study investigates how anthropomorphic chatbots influence customer engagement and emotional responses following social exclusion, and further impact their commercial decisions. Through a between-subject experiment involving 609 participants, we explored the effects of anthropomorphic (vs. non-anthropomorphic) chatbots across three social exclusion conditions (ignored, rejected, and control). Our findings reveal that anthropomorphic chatbots significantly enhance purchase intention, relational investment, and organizational trust, mediated by increased senses of belonging and control and enhanced parasocial interactions. This research enriches the marketing literature by applying the need-threat model and illuminating the psychological mechanisms underlying customer responses. The practical implications for marketing and public relations professionals include strategies for optimizing brand-consumer interactions through the strategic use of anthropomorphic chatbots.

Coping mechanism beyond brand forgiveness: do individual personality traits matter among online shoppers?

PurposeThis study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer personality traits, in triggering brand-hate emotions. Additionally, the link between brand hate and brand forgiveness was also taken into account, as well as the moderating impact of personality attributes. The impact of brand forgiveness on consumer coping behavior was investigated, particularly for brand switching (flight) and negative word-of-mouth (NWOM) (fight) on Indian e-commerce shopping websites/apps.Design/methodology/approachUsing a structured questionnaire survey and a nonprobability purposive sampling approach, data were obtained from 438 online shoppers who had experienced hate directed at a particular shopping website or app. The hypotheses were tested statistically using partial least squares (PLS) structural equation modeling with SmartPLS 4 software.FindingsFirst, the findings demonstrate that agreeableness, extraversion and neuroticism significantly affected brand hate. Second, the results indicate that personality traits, particularly extraversion and conscientiousness from the Big-Five model, play a substantial role in moderating the relationship between brand hate and brand forgiveness. Third, the study also reveals the significance of brand forgiveness in mitigating the adverse consequences of NWOM and brand switching in the context of e-commerce platforms.Practical implicationsPractical steps such as complaint-management processes and prompt resolutions through an appropriate means of active interaction and understanding the consumer’s personality when their concerns are heard and handled can help brand managers earn customers’ forgiveness and reduce brand hate toward e-commerce websites/apps.Originality/valueBased on the authors’ understanding, this study is the initial one to incorporate brand hate, brand forgiveness and coping strategies into the model in a service context with the interaction effect of consumer personality traits.

BRAND PERFORMANCE AND IMPACT OF SOCIAL MEDIA ENGAGEMENT ACTIVITIES

This research examines the correlation between users’ engagement with social media, their feedback mechanisms, and their overall satisfaction regarding the social media efficacy of three prominent brands: Myntra, Zomato, and BigBasket. A survey was administered to 44 participants, predominantly from urban locales, concentrating on their social media utilization patterns, brand interaction, and feedback mechanisms. The primary variables assessed encompassed the duration of social media usage, the platforms engaged, satisfaction with brand interaction, and the characteristics of feedback provided.The findings revealed that individuals categorized as moderate social media users (2-3 hours per day) demonstrated elevated levels of satisfaction with brand performance, with 61% indicating either satisfaction or neutral perspectives, whereas heavy users (4+ hours) tended to express neutrality or dissatisfaction more frequently. Zomato and Myntra emerged as the most engaged brands, with 64% of participants interacting with Zomato and 54% with Myntra, in stark contrast to a mere 2% engagement for BigBasket. Cross-tabulation analysis illustrated that positive feedback exhibited a robust correlation with increased satisfaction levels, as 58% of respondents providing feedback reported being either satisfied or very satisfied. Notably, neutral feedback or the absence of feedback was more prevalent among individuals with diminished satisfaction levels, thereby underscoring the significance of proactive consumer-brand interactions. This investigation concludes that moderate engagement with social media and constructive feedback play a crucial role in fostering a positive perception of brands, while excessive exposure does not necessarily enhance satisfaction. Hence, brands ought to prioritize responsiveness, tailor content to individual preferences, and capitalize on promotional strategies to sustain and elevate consumer satisfaction on social media platforms.

The Role of Marketing Research in Understanding Consumer Behavior and Preferences

The research aims to explore the transformative impact of digital channels and online platforms on contemporary consumer behavior, with a focus on understanding the role of social media and personalized marketing strategies. Employing a comprehensive research design, the study integrates insights from diverse disciplines, including consumer psychology, digital analytics, and economic considerations. Methodologically, a systematic literature review and qualitative analysis are conducted to synthesize findings from recent research studies, providing a nuanced understanding of the dynamics shaping consumer-brand interactions in the digital age. The findings highlight the significance of digital channels in reshaping consumer preferences and purchasing decisions, emphasizing the role of social media platforms and personalized experiences in driving brand engagement and loyalty. Implications for businesses include the necessity to adopt digital-first approaches, leverage advanced analytics tools, and prioritize consumer-centric strategies to remain competitive in the evolving marketplace. Additionally, the study underscores the importance of interdisciplinary perspectives and ongoing research efforts to explore emerging trends and technologies that continue to shape consumer behavior and market dynamics.

Voice assistants and U.S. consumer behavior: A comprehensive review: investigating the role and influence of voice-activated technologies on shopping habits and brand loyalty

This study provides a comprehensive review of the influence of voice-activated technologies, particularly voice assistants, on consumer behavior and brand loyalty in the United States. The primary objective is to understand how these emerging technologies are reshaping shopping habits and the dynamics of brand-consumer interactions. The methodology encompasses a thorough analysis of peer-reviewed academic journals, industry reports, and case studies, supplemented by secondary sources such as market analyses and news articles. Key findings reveal that voice assistants have induced a significant paradigm shift in consumer behavior, characterized by changes in purchasing patterns, decision-making processes, and brand interactions. The convenience and personalized experience offered by these technologies have led to increased impulse buying and brand experimentation. However, this shift is accompanied by challenges in data privacy and security. The study also highlights the rapid evolution of voice-activated consumer engagement, with advancements in AI and machine learning enhancing personalization and efficiency. Strategically, the study recommends that brands and retailers invest in voice search optimization, develop secure data practices, and collaborate with technology developers to create engaging consumer experiences. The study concludes that while voice assistants present substantial opportunities for enhanced consumer engagement, they also pose challenges that require careful navigation, particularly in maintaining consumer trust and ethical standards. Future research directions include exploring the long-term effects of voice-activated shopping on consumer loyalty and the impact of demographic factors on the adoption of voice assistants. Keywords: Voice Assistants, Consumer Behavior, Brand Loyalty, Voice-Activated Technologies.

The Role of Artificial Intelligence in Personalized Marketing Strategies of AMAZON

In today's digitally driven marketplace, personalized marketing has emerged as a pivotal strategy for businesses aiming to engage customers on a deeper level and foster long-term relationships. With the advent of Artificial Intelligence (AI), personalized marketing has reached unprecedented levels of customization and effectiveness. This master's thesis delves into the intricate relationship between AI and personalized marketing strategies, focusing on how AI-powered techniques can revolutionize customer engagement and satisfaction. The research explores various facets of personalized marketing, including data collection, analysis, and implementation of tailored campaigns. Through a comprehensive literature review, this thesis examines the theoretical underpinnings of personalized marketing and the evolution of AI technologies in this domain. Moreover, empirical studies and case analyses are conducted to illustrate real-world applications and outcomes of AI-driven personalized marketing strategies across diverse industries. Key themes investigated include the role of machine learning algorithms in deciphering consumer behavior patterns, the ethical considerations surrounding data privacy and consent, and the implications of AI-generated content on brand-consumer interactions. Additionally, the study investigates the impact of personalized recommendations, dynamic pricing, and predictive analytics on enhancing customer satisfaction and loyalty. Furthermore, this research highlights the challenges and opportunities associated with integrating AI into personalized marketing initiatives, such as algorithm bias, algorithmic transparency, and the need for continuous adaptation to evolving consumer preferences. Insights gathered from interviews with industry experts and surveys of consumers contribute to a comprehensive understanding of the practical implications and future directions of AI-enabled personalized marketing

Impact of Artificial Intelligence in Companies Marketing Strategies

In today's digitally driven marketplace, personalized marketing has emerged as a pivotal strategy for businesses aiming to engage customers on a deeper level and foster long-term relationships. With the advent of Artificial Intelligence (AI), personalized marketing has reached unprecedented levels of customization and effectiveness. This master's thesis delves into the intricate relationship between AI and personalized marketing strategies, focusing on how AI-powered techniques can revolutionize customer engagement and satisfaction. The research explores various facets of personalized marketing, including data collection, analysis, and implementation of tailored campaigns. Through a comprehensive literature review, this thesis examines the theoretical underpinnings of personalized marketing and the evolution of AI technologies in this domain. Moreover, empirical studies and case analyses are conducted to illustrate real-world applications and outcomes of AI-driven personalized marketing strategies across diverse industries. Key themes investigated include the role of machine learning algorithms in deciphering consumer behavior patterns, the ethical considerations surrounding data privacy and consent, and the implications of AI-generated content on brand-consumer interactions.

The Interweaving of Artificial Intelligence in the Fashion Industry

The Interweaving of Artificial Intelligence in the Fashion Industry

The Impact of Artificial Intelligence on Personalized Marketing

Abstract: Artificial intelligence (AI) has become increasingly prevalent in various industries, revolutionizing traditional practices and introducing novel approaches. One such domain significantly influenced by AI is marketing, particularly in the realm of personalized marketing. Personalized marketing aims to tailor promotional efforts to individual consumers based on their preferences, behaviours, and demographics. The integration of AI technologies in personalized marketing strategies has promised to enhance targeting accuracy, improve customer engagement, and ultimately drive higher conversion rates Consequently, investigating the impact of AI on personalized marketing holds substantial significance in understanding the evolving dynamics of consumer-brand interactions in the digital age.

Determinants of Perceived Product Quality and its Impact on Distributor’s Performance: The Moderating Role of Brand Likeability

This study examines the complex relationship among brand association, image, loyalty, and attachment and perceived product quality. It also examines how brand likeability moderates this relationship. The study investigates these dynamics to determine how consumer-brand interactions affect product quality perceptions. Customers evaluate product quality beyond intrinsic qualities in competitive markets. Brand association, image, loyalty, and attachment form these values. Understudied is brand likeability's moderating role in these correlations. Analyzing consumer-brand interactions on product quality fills this gap. This study uses a quantitative-methods approach. A varied sample of consumers is asked about brand association, image, loyalty, attachment, product quality, and likeability. Analysis of direct and moderated effects uses structural equation modeling (SEM). The study found that brand association, image, loyalty, and attachment significantly impact perceived product quality. Consumers with strong positive associations, a positive brand image, great brand loyalty, and a profound emotional commitment to a brand see its items as higher quality. In particular, brand likeability moderates these relationships. Brand likeability enhances the effects of brand association, image, loyalty, and attachment on product quality. Brand-related characteristics greatly influence customer product quality perceptions when they like a brand. This study provides valuable insights for brand managers and marketers. First, it stresses the necessity of positive brand associations, images, loyalty, and attachment to boost product quality. Second, brand likeability amplifies these brand variables. Brands should provide engaging, realistic, and emotionally appealing experiences to increase likeability. Understanding these relationships can help marketers brand and communicate products, influencing consumer quality perceptions. This study adds to marketing literature by analyzing how brand connection, image, loyalty, and attachment affect product quality. Brand likeability moderates consumer-brand interactions, revealing their complexity. This research helps brands and marketers improve branding and consumer interactions, enhancing product quality and brand success.

EVOLVING DYNAMICS: A COMPARATIVE ANALYSIS OF DIGITAL MARKETING AND TRADITIONAL MARKETING STRATEGIES IN RESHAPING BRAND CUSTOMER RELATIONSHIPS

The dynamic evolution of marketing strategies from traditional to digital methodologies has fundamentally reshaped the landscape of brand-customer relationships. This paper presents a comprehensive comparative analysis of digital marketing and traditional marketing strategies, focusing on their respective impacts on brand-consumer interactions. Traditional marketing, rooted in tangible mediums like print ads and television commercials, operated on a broadcast model with limited customization. In contrast, digital marketing harnesses the power of online platforms, social media, and data analytics to engage with consumers on a personal level, offering unparalleled opportunities for targeted advertising, real-time interaction, and measurable campaign effectiveness. The significance of integrating digital marketing into overall business strategies is highlighted, emphasizing advantages such as targeted marketing, real-time performance tracking, cost-effectiveness, deeper customer connections, and global reach. Case studies of successful transitions from traditional to digital marketing by companies like Nike and Dove illustrate the transformative impact of embracing digital strategies to cultivate authentic brand-consumer relationships. Moreover, the paper delves into the rise of digital marketing catalysts, including the accessibility of the internet, democratization of information, data analytics, and mobile technology, driving innovation and connectivity in marketing practices. It underscores the importance of integrating traditional and digital marketing strategies to create cohesive, omnichannel campaigns that resonate with diverse audiences. Additionally, the paper discusses the significance of personalized experiences, ethical considerations, and the need for agility in navigating the evolving digital landscape. Future research avenues include exploring emerging technologies like AR, VR, and blockchain in marketing, as well as addressing ethical implications such as data privacy and algorithmic bias.

The Effectiveness of Sustainable Marketing Practices in Influencing Consumer Behaviour and Brand Loyalty

This research endeavours to comprehensively examine the role of sustainable marketing practices in influencing consumer behaviour and cultivating brand loyalty within the contemporary marketplace. Specifically, it seeks to elucidate how consumers respond to companies employing eco-friendly packaging and ethical sourcing practices, aiming to shed light on the mechanisms through which sustainable initiatives impact consumer-brand interactions. We employed a rigorous mixed-methods approach, this study integrates qualitative and quantitative methodologies to provide a holistic understanding of the phenomenon under investigation. Qualitative data collection will involve in-depth interviews and focus group discussions with consumers from diverse demographics to capture nuanced insights into their perceptions, attitudes, and behaviours towards sustainable marketing practices. Subsequently, quantitative surveys will be administered to a large and diverse sample of consumers, allowing for statistical analysis employing techniques such as regression analysis and structural equation modelling. This combined approach enables the exploration of both the depth and breadth of consumer responses to sustainable marketing practices. The findings of this research underscore the significant influence of sustainable marketing practices on consumer behaviour and brand loyalty. It reveals that consumers exhibit heightened interest and favourable responses towards companies implementing eco-friendly packaging and ethical sourcing practices. Such initiatives not only influence consumers' purchasing decisions but also foster a sense of trust, affiliation, and loyalty towards brands committed to sustainability. Moreover, the study identifies various demographic and psychographic factors that moderate the relationship between sustainable marketing practices and consumer behaviour, providing valuable insights for marketers seeking to tailor their strategies effectively. This study contributes to the existing body of literature by offering empirical evidence on the effectiveness of sustainable marketing practices in driving consumer behaviour and fostering brand loyalty. The insights garnered from this research have practical implications for marketers, policymakers, and businesses, offering actionable strategies to enhance the adoption of sustainable practices and strengthen consumer-brand relationships in an increasingly environmentally conscious marketplace.

Marketing in the Digital Age - Adapting to Changing Consumer Behavior

The digital age has transformed consumer-brand interactions, requiring a nuanced grasp of evolving digital consumer behaviors and expectations for effective marketing strategies. This study aims to investigate changing consumer behavior influenced by digital technologies and marketing. A descriptive cross-sectional study was conducted involving 204 respondents engaged in digital marketing technology. Self-administered questionnaire was distributed via Google Form through various social media platforms and emails, and collected data was analyzed using SPSS version 25. The findings revealed pervasive influence of digital platforms, with 79.9% awareness of digital marketing concepts and 94.1% making online purchases after encountering digital advertisements. Informed decision-making is found evident, as 86.3% review product information before online purchases, and 84.3% express trust in information from blogs and websites. The study found that the consumer perceptions of digital marketing, revealing positive sentiments towards content, satisfaction with social network marketing, and the role of digital media in aiding decision-making. The study highlights the significant impact of digital marketing on consumer behavior, emphasizing the need for businesses to strategically leverage social media, enhance online product information, and tailor marketing approaches to align with diverse consumer preferences.

An integrated model of social media brand engagement: an empirical study of the Vietnamese luxury residential property market

PurposeProperty developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This paper examines how SMBE mediates the effects of firm-generated content (FGC) and user-generated content (UGC) on brand trust, considering the moderating effects of social media influencer endorsement (SMIE) and self-image congruence (SIC) for luxury residential properties (LRPs).Design/methodology/approachAround 516 high-income homebuyers in Vietnam who shared information about LRP on social media were targeted to test the research model empirically. The primary data collected from paper-based surveys were analysed using SPSS 26 and AMOS 24.FindingsResults indicate that FGC and UGC positively impact SMBE and consequently significantly affect brand trust. Further, results confirm the moderating roles of SMIE and SIC in the effects of FGC and UGC on SMBE.Research limitations/implicationsData and sample size were limited to meet the generalisation from different nations and cross cultures.Practical implicationsThe authors' findings suggest that marketers should apply the authors' integrated SMBE model to strengthen brand–consumer interactions and increase their sales revenue.Originality/valueThis study is the first in its application of the uses and gratifications theory and self-congruence theory to investigate how SMBE mediates the relationship between FGC and brand trust as well as between UGC and brand trust. Noticeably, this study makes a novel contribution as the first to quantitatively explore the moderating effects of SMIE and SIC in the authors' research model.

Unpacking the effect of gamified virtual CSR cocreated on users’ pro-environmental behavior: A holistic view of gamification affordance

With the explosive growth in gamified mobile apps, many enterprises are using virtual corporate-social-responsibility (CSR) cocreation activities to strengthen consumer-brand interactions. However, research on the mechanism by which gamification affordance is imputed into virtual CSR cocreation to improve users' pro-environmental behavior is still lacking. Based on the “affordance-psychological outcomes-behavior outcomes” framework, this study explores the influence mechanism of gamification affordance on users' pro-environmental behavior in virtual CSR cocreation from the perspective of users' passion. Collecting 232 samples through two waves, this study reveals that all gamification affordances (reward, achievement, competition and playfulness) can predict users’ pro-environmental behavior. Second, harmonious passion mediates the effects of holistic gamification affordance and obsessive passion mediates the effects of achievement and playfulness affordance on users' pro-environmental behavior. This study can therefore promote user participation in CSR cocreation and foster the implementation of pro-environmental behavior through gamification affordance in practice.

Machine Talk: How Verbal Embodiment in Conversational AI Shapes Consumer–Brand Relationships

Abstract This research shows that AI-based conversational interfaces can have a profound impact on consumer–brand relationships. We develop a conceptual model of verbal embodiment in technology-mediated communication that integrates three key properties of human-to-human dialogue—(1) turn-taking (i.e., alternating contributions by the two parties), (2) turn initiation (i.e., the act of initiating the next turn in a sequence), and (3) grounding between turns (i.e., acknowledging the other party’s contribution by restating or rephrasing it). These fundamental conversational properties systematically shape consumers’ perception of an AI-based conversational interface, their perception of the brand that the interface represents, and their behavior in connection with that brand. Converging evidence from four studies shows that these dialogue properties enhance the perceived humanness of the interface, which in turn promotes more intimate consumer–brand relationships and more favorable behavioral brand outcomes (greater recommendation acceptance, willingness to pay a price premium, brand advocacy, and brand loyalty). Moreover, we show that these effects are reduced in contexts requiring less mutual understanding between the consumer and the brand. This research highlights how fundamental principles of human-to-human communication can be harnessed to design more intimate consumer–brand interactions in an increasingly AI-driven marketplace.