Consumer Engagement Research Articles

The effectiveness of social media communication of sustainable fashion brands: evidence from consumer engagement

ABSTRACT The purpose of this study is to identify how sustainable fashion brands communicate with consumers on social media, specifically, Instagram. By applying a data mining technique to analyze brand posts and consumer comments, we thoroughly examine how consumers engage with sustainable messages from each brand and how those engagements are associated with brand posts. A sample of six sustainable fashion brands was selected, including Eileen Fisher, Everlane, Girlfriend Collective, Patagonia, Reformation, and Stella McCartney. Public posts of the six brands and corresponding consumer comments on Instagram between November 1, 2019 and November 1, 2022 were collected. LDA (Latent Dirichlet Allocation) text mining technique was applied to extract topics from each brand’s posts and follower comments. A fixed effects linear panel model was then employed to examine if consumer comments are significantly associated with sustainable messages from each brand. Ten major sustainability-related themes were identified from brand posts, and four major sustainability-related themes were discovered from consumer comments. The linear panel results provide preliminary evidence that the sustainability-related themes from consumer comments are positively influenced by the sustainability-related themes from brand posts, indicating that brand posts indeed affect consumers’ opinions about sustainability.

Effectiveness of Integrated Marketing and Financial Strategies in Healthcare

In recent years, the healthcare sector has experienced a shift toward integrated marketing and financial strategies to drive better patient outcomes, streamline operational costs, and improve service delivery. This paper examines the effectiveness of these strategies by exploring how they align to optimize healthcare systems. It focuses on the benefits, challenges, and implications of integrating financial planning with marketing outreach, emphasizing the role of data analytics, technology, and consumer engagement in enhancing both patient satisfaction and financial performance. Through a detailed analysis of current literature, industry examples, and statistical insights, the paper aims to provide a comprehensive overview of how an integrated approach influences revenue cycles, operational efficiency, and patient engagement in healthcare.

Digital Marketing Strategies and Consumer Engagement: Unveiling TikToks E-Commerce Dynamics

This study examines digital marketing strategies on the TikTok platform and their impact on consumer engagement. With the development of digital technology, traditional media marketing has been replaced by digital platforms. As a typical representative, TikTok is leading the industry change using its unique e-commerce model. Short videos and live e-commerce are rapidly emerging as new forms of digital marketing. Short videos are popular on social media, while live e-commerce combines real-time interaction with a shopping experience, offering consumers a new way to shop. By analyzing TikTok's unique features and business model, this study examines the application of digital marketing in the short-form and live-streaming e-commerce space. It highlights its significant impact on the consumer buying behavior and market trends. The findings show that TikTok's digital marketing strategy boosts user engagement and brand influence and significantly contributes to sales conversions. This study provides important insights for companies to develop effective digital marketing strategies in the digital era and provides valuable references for future research.

Consumer Engagement with Financial Content: A Review of Media Influence on Mortgage Decision-Making.

This review examines the multifaceted role of media in shaping consumer engagement with financial content, particularly in the realm of mortgage decision-making. Drawing from a diverse array of studies, it is noted that "media can significantly affect how consumers perceive and process financial information" (Lusardi & Mitchell, 2014). This review critically evaluates how various media forms—from traditional print to digital platforms—impact consumer behavior within the mortgage market. The review is thematically organized to elucidate key findings on media’s impact on decision-making, identify significant gaps in existing research, and highlight crucial areas warranting further exploration. Conclusively, it asserts that while media significantly influences mortgage choices, there remains an urgent need for enhanced financial education and critical engagement among consumers. "The implications for practitioners and policymakers are discussed, alongside proposed directions for future research endeavors" (Gathergood & Weber, 2014).

The impact of multimodal information features of short sales videos on consumer engagement behavior: A multi-method approach

In the emerging business model of short video commerce, consumers can engage in short sales videos by liking, commenting, and sharing. Compared with traditional shopping contexts, consumer engagement behavior in short video commerce settings is affected quickly and simultaneously by text, audio, and visual information, but the extant literature lacks sufficient exploration of the effects of such multimodal information. Based on the multimodal theory and signaling theory, this study aims to investigate the role of multimodal information including textual sentiment score, audio spectrum and visual effects of short sales videos on consumer engagement behavior. We collect 4292 veridical short sales videos from short video platform Douyin, while based on a multi-method approach of multiple regression analysis (MRA) and fuzzy set qualitative comparative analysis (fsQCA), it is found that the multimodal information features of short sales videos contribute to the promotion of consumer engagement behavior, and the cross-modal configurational solutions to enhance engagement is not unique. This study bridges the gap in the existing literature by capturing the impact of multimodal information features on consumer engagement behaviors and their asymmetric effects, which also provides practical implications for sellers and marketers on attracting consumers to engage in short video commerce.

The influence of Tiktok eWOM on consumer purchase intentions for local skincare products

This study investigates how TikTok electronic Word-of-Mouth (eWOM) impacts consumer purchase intentions in Indonesia, focusing specifically on key information characteristics within the local skincare product market. It examines factors such as information quality, information credibility, information task-fit, needs of information, attitude towards information, information usefulness, and information adoption towards purchase intention. Data were gathered from 385 participants via a questionnaire and analyzed using structural equation modeling (SEM) with the partial least squares (PLS) method. The results reveal that information quality, information task-fit, needs of information, attitude towards information, information usefulness, and information adoption significantly influence consumer purchase intentions. These findings underscore the influential role of TikTok in enhancing consumer engagement and shaping purchasing behaviors, particularly in the context of skincare products. For marketers in the skincare industry, these insights are crucial as they highlight the effectiveness of leveraging TikTok and similar platforms for marketing strategies. By understanding these dynamics, marketers can effectively harness social media to engage with consumers, build brand loyalty, and drive purchase decisions in a competitive market landscape.

Impact and Prospects of Prepared Meals on the Catering Market

The increasing pace of modern life has catalyzed the rise of the prepared meals industry, reshaping consumer behaviors and market dynamics in the global catering sector. This study examines the impact of prepared meals on the catering market, focusing on consumer behavior, market dynamics, technological innovations, and sustainability issues. The prepared meals industry has seen exponential growth, driven by consumer demands for convenience, health, and environmentally friendly options. Technological advancements in food preservation, distribution, and packaging have played a pivotal role in improving product quality and safety while extending market reach. Financial analyses of key industry players like Tyson Foods, Inc., Nissin Foods Holdings Co., Ltd., and Nestl S.A. reveal varied strategies for capitalizing on this growth, highlighting significant contributions to their overall business performance. The sector faces challenges including environmental sustainability, health and nutritional scrutiny, and intense market competition. Strategic responses to these challenges, such as investing in sustainable practices, focusing on health and nutrition, leveraging new technologies, and enhancing consumer engagement, are essential for future success. This research provides critical insights into the evolution of the prepared meals market, offering a comprehensive overview that could guide stakeholders in navigating this dynamic landscape.

Bridging the Digital Divide: Empowering Rural Women Farmers Through Mobile Technology in Kerala

This research paper investigates the impact of mobile technology on empowering rural women farmers and promoting inclusive agricultural development. The primary emphasis is on how mobile technology enables rural women producers to become more self-reliant in agriculture, promotes market participation, strengthens social connections, facilitates socioeconomic integration, enhances rural quality of life, and fosters sustainable agricultural development. In addition, this study also analyses the influence of demographic factors on the use of mobile technology among rural women farmers. This study was carried out in Kerala, a renowned agricultural state in India. In Kerala, the Palakkad district is known to be the granary of Kerala due to the availability of fertile valleys, rivers, forests, and paddy fields. Data were collected from 192 rural women farmers from Palakkad via semi-structured interviews, questionnaire surveys, and focus group discussions (FGD). The data were analyzed using the paired t-test and Garratt ranking method. The results demonstrate that mobile technology markedly enhances access to agricultural information, market engagement, and social connectivity, resulting in greater empowerment for rural women farmers. Nonetheless, obstacles such as insufficient digital literacy and inadequate mobile infrastructure access persist as considerable impediments. The findings demonstrate the revolutionary potential of mobile phone use in bridging information gaps, empowering women farmers in rural areas, and advancing equitable agricultural development, as well as the barriers faced by rural women in using mobile technology.

The Effect of Price and Promotion on Purchasing Decisions for Alexandre Christie Watches in Palembang City

In today's digital era, effective Marketing Public Relations (MPR) strategies are crucial for businesses to remain competitive and increase consumer engagement. This research aims to analyse the influence of price and promotion on purchasing decisions for Alexandre Christie watches in Palembang City. The sample includes 100 respondents selected using purposive sampling, and data was collected through questionnaires with a Likert scale. The research employed multiple linear regression analysis using SPSS version 25. The findings reveal that both price and promotion variables significantly and positively impact purchasing decisions, partially and simultaneously. This study contributes to the growing body of literature by highlighting the importance of targeted pricing strategies and digital promotions in influencing consumer behaviour, particularly in the fashion accessory market. The results suggest that businesses should maintain competitive prices and leverage promotions to align with market demands and consumer preferences.

How does blockchain-based food traceability system drive consumers’ repurchase and word-of-mouth intentions toward organic food: a curvilinear role of producer-retailer (in)congruence

PurposeThis research applies the stimulus-organism-behavior-consequence framework to explore how blockchain-enabled traceability influences trust in organic food producers and retailers, which impacts consumers’ purchase behaviors and subsequent outcomes.Design/methodology/approachUsing a purposive sample of 5,326 Vietnamese consumers, multiple linear and polynomial regression with response surface analysis were employed to examine the hypotheses.FindingsBlockchain-enabled traceability significantly enhances trust in both producers and retailers, which congruently and incongruently influences organic food purchase behaviors. This behavior also drives consumers’ word-of-mouth and repurchase intentions. Serial mediation analysis confirms blockchain’s impact through trust and purchase behaviors.Research limitations/implicationsStakeholders should adopt blockchain to boost transparency and trust, which increases consumer engagement. Policymakers can support this transition through regulations and incentives to enhance food security and sustainability.Originality/valueThis study expands on blockchain research by applying the stimulus-organism-behavior-consequence framework in the organic food supply chain, showing how blockchain-enhanced trust synergistically affects consumers’ purchase behaviors, word-of-mouth and repurchase intentions.

A novel model for rural household photovoltaic market trading: Utilizing cooperative alliances within a peer-to-peer framework

In the face of diminishing traditional subsidy models and the constraints of grid-dependent transactions, this study explores trading models as a catalyst for rural electrification and sustainable development in China. Highlighting the emergence of rural photovoltaic (PV) prosumers, we propose trading models through cooperative alliances to facilitate market engagement within a peer-to-peer (P2P) framework. By applying the Shapley value for the equitable distribution of internal revenues, the study elucidates the complex interrelations between rural prosumers and the electrical grid, fostering a better understanding of their mutual interests. Further, we introduce a dynamic game-theoretic model to investigate the evolving market behaviors under diverse strategic influences among rural prosumer groups and the grid. Using numerical simulations based on real-world data from Shanghang County, Fujian Province, we analyze surplus and deficit electricity production scenarios within these alliances. The findings underscore the effectiveness of the cooperative alliance trading model in aligning individual, collective, and societal benefits. This comparative analysis of strategic outcomes validates the model's feasibility and role in advancing sustainable rural electrification strategies.

An Analysis of the Global EV Market: Sustainable Pathways to Net Zero Emissions

The rising urgency to address climate change has positioned electric vehicles (EVs) as a critical solution for achieving the United Nations' net-zero carbon emission targets. As human activities increase greenhouse gas emissions, the average global temperature continues to rise, leading to severe natural disasters in many regions. This situation underscores the urgent need to limit pollutant emissions and pursue sustainable resource management. This study analyzes the global EV market's trajectory towards sustainability, focusing on the interplay of policy frameworks and consumer engagement strategies in major EV markets, including the USA, the European Union, and China. The transition to EVs must be considered in conjunction with policy frameworks and the broader social environment. Using mixed methods and statistical models, we assess how different policies influence EV adoption and their alignment with sustainability goals. As the concept of sustainable development becomes more ingrained in society, it is promising that, through sustained policy implementation and resource development, the shift from ICE vehicles to EVs will make a crucial contribution to reducing carbon emissions. The findings provide actionable insights for optimizing policies and refining marketing strategies, offering a comprehensive blueprint for guiding the global EV market towards a sustainable future.

Emerging Trends in Sustainability Practices Within the FMCG Sector for A Better Future

The Fast-Moving Consumer Goods (FMCG) sector is undergoing a major transformation driven by increasing demands for sustainability. This article explores emerging sustainability trends, such as sustainable packaging, circular economy models, supply chain transparency, consumer engagement, and innovative product development. These practices not only mitigate environmental impact but also enhance business competitiveness and brand loyalty. By highlighting how leading FMCG companies are incorporating these trends, the article aims to inspire broader adoption of sustainable strategies that benefit both businesses and the environment.

The influence of virtual community platform attributes on Chinese luxury consumers’ purchase intention: The role of policy innovation in digital infrastructure

This research examines the influence of virtual community platform attributes on luxury consumers’ purchase intentions, with a specific focus on the role of policy innovation in digital infrastructure. The study aims to 1) identify key factors affecting purchase intentions toward luxury products in virtual environments; 2) develop and validate a structural equation model to analyze these intentions; and 3) provide actionable insights for luxury goods marketers to refine their strategies within these platforms. Utilizing a structural equation model, the study investigates the interactions among various determinants of consumer behavior in virtual communities, highlighting the impact of policy innovation. Data was collected through purposive sampling from 1142 respondents in China’s top 10 high-spending cities on luxury goods, ensuring data relevance. The findings emphasize the significance of knowledge sharing, interactive communication, and leaders’ opinions in virtual communities in building consumer trust and shaping perceptions of online reviews. These elements influence purchase intentions directly and indirectly, with consumer trust serving as a crucial mediator. The study reveals the substantial impact of virtual community attributes on fostering consumer trust and shaping buying decisions for luxury items, underlining the contribution of social development processes. Moreover, the role of policy innovation is found to be significant in enhancing these virtual community dynamics, suggesting that regulatory changes can positively influence consumer engagement and trust. The conclusions offer valuable implications for marketers, proposing strategies to boost consumer engagement and drive sales in virtual settings. This research contributes to the theoretical understanding of digital consumer behavior and provides practical strategies for innovation and growth within the luxury goods sector, emphasizing the critical role of policy innovation in shaping these dynamics.

Strategi Komunikasi Visual Dalam Animasi Iklan Sasa Tepung Bumbu

Effective visual communication in advertising plays a key role in attracting audience attention and shaping brand image. A well-known kitchen spice brand in Indonesia, advertising animation is used as the main tool to convey the brand message creatively and attractively. However, how effective is animation in increasing brand appeal and strengthening emotional connections with the audience. This research aims to analyze the visual communication strategies implemented in Sasa advertising animations and evaluate their impact on consumer perceptions. Through a qualitative approach and descriptive analysis, this research is based on visual aesthetic theory. The results of this research show that Sasa advertising animations use effective visual communication strategies to convey product messages in an interesting and memorable way. Playful and creative visual elements in animation help simplify information, create positive associations with the brand, and increase consumer engagement. This research provides valuable insight into how visual communication can be optimally utilized in advertising to achieve marketing objectives and strengthen a brand's position in the market.

Influencer Marketing in Kerala’s Food Industry: The Power of Storytelling

This study delves into the impact of storytelling in influencer marketing within Kerala's food industry, specifically focusing on its influence on consumer perceptions and purchasing decisions. With the increasing prevalence of social media, food influencers play a crucial role in shaping consumer behaviour by sharing authentic and relatable stories that resonate with their followers. The main objectives are to investigate the factors that drive consumer engagement with food influencers and to analyze the storytelling techniques utilized by influencers themselves. To achieve these goals, a mixed-methods approach is used, which involves gathering quantitative data through surveys targeting both consumers and influencers in Kerala. Statistical tools and econometric models are then applied to analyze the data, revealing significant trends and correlations between storytelling and consumer behaviour. Descriptive statistics offer insights into the demographics of consumers and influencers, while cross-tabulation and chi-square tests are used to examine the relationships between categorical variables. Additionally, logistic regression analysis is conducted to assess the impact of trust in storytelling on purchasing behavior. The findings underscore the crucial role of storytelling in building trust and engagement among consumers, particularly among higher-income groups and younger demographics who are influenced by authentic narratives. Furthermore, influencers with extensive experience employ storytelling techniques to enhance their effectiveness and engagement metrics. The study concludes with actionable recommendations for businesses and marketers in the food industry, emphasizing the significance of storytelling in influencer marketing strategies. This research provides valuable insights into the dynamics of influencer marketing in the food sector, offering a framework for future studies on the interaction between storytelling, consumer engagement, and brand loyalty in the digital age. Keywords:Influencer Marketing, Storytelling, Consumer Behavior, Food Industry, Engagement

Navigating the Digital Marketing Field: The Role of AI and Emotional Storytelling in Consumer Engagement

This study explores the intersection of Artificial Intelligence (AI) and digital storytelling in marketing. By focusing on how AI-driven techniques can enhance emotional attachment and influence consumer behavior. With the rapid advancement of AI, its integration into marketing strategies has become crucial. Particularly for personalizing consumer experiences and enhancing brand narratives. This study investigated the role of AI in creating emotionally engaging narratives, a largely unexplored area in marketing and advertising. The study is motivated by the need to understand the dynamics between AI-driven techniques and emotional attachment in digital marketing. The paper hypothesizes a significant relationship between consumers’ emotional attachment to brands and purchasing behavior. A mixed-methods research approach was employed by combining a survey with interviews to test this hypothesis. This study assesses how emotional attachment, influenced by AI and storytelling, affects consumer purchasing decisions and brand loyalty in online shopping. It also evaluates the effectiveness of AI-driven storytelling techniques in digital marketing campaigns from the perspective of online consumers. Preliminary findings suggest more than 98% recall of story-based branding. More than 67% believe storytelling and emotional attachment may impact purchasing decisions. More than 89% of people recall a brand based on a particular story. While emotional attachment significantly influences consumer purchasing behavior, other factors also play a crucial role. This study reveals that AI’s role in marketing is valued, but the essence of storytelling should remain grounded in human experiences.

Identifying successful football teams in the European player transfer network

This paper considers the European transfer market for professional football players as a network to study the relation between a team’s position in this network and performance in its domestic league. Our analysis is centered on eight top European leagues. The market in each season is represented as a weighted directed network capturing the transfers of players to or from the teams in these leagues, and we also consider the cumulative network over the past 28 years. We find that the overall structure of this transfer market network has properties commonly observed in real-world networks, such as a skewed degree distribution, high clustering, and small-world characteristics. To assess football teams we first construct a measure of within-league performance that is comparable across leagues. Regression analysis is used to relate league performance with both the network position and level of engagement of the team in the transfer market, under two complimentary setups. Network position variables include, e.g., betweenness centrality, closeness centrality and node clustering coefficient, whereas market engagement variables capture a team’s activity in the transfer market, e.g., total number of player transfers and total paid for players. For the season snapshots, the number of transfers correspond to weighted in- and out-degree. Our analysis first corroborates several recent findings relating aspects of market engagement with teams’ league performance. A higher number of incoming transfers indicates worse performance and better resourced teams perform better. Then, and across specifications, we find that network position variables remain salient even when engagement variables are already considered. This substantiates the notion in the existing literature that a high degree corresponds to better team performance and suggests that network aspects of trading strategy may affect a team’s success in their respective domestic league (or vice versa). In this sense, the approach and findings presented in this paper may in the future guide team’s player acquisition policies.

The Impact of the Digital Transformation of Chinese Cultural Products on Marketing and Communication Strategies

In an era defined by globalization and rapid technological advancement, Chinas cultural industry is undergoing a significant transformation. This study investigates the profound effects of digital transformation on Chinas cultural industry, focusing on digital cultural innovation products such as digital art, virtual reality experiences, and online cultural creations. As globalization and technological advancements reshape cultural production, dissemination, and consumption, Chinas digital cultural sector has emerged as a significant global player. This research systematically reviews literature, industry reports, and case studies to analyze how Chinese digital cultural products are influencing marketing and communication strategies. The findings reveal that advancements in virtual reality, augmented reality, and artificial intelligence are leading to the creation of immersive and diverse cultural experiences, significantly enhancing consumer engagement and market reach. The study also highlights the transformative role of digital tools in marketing, including dynamic content creation and interactive experiences, while addressing challenges such as market saturation and the need for balanced engagement strategies. Future research should incorporate quantitative and qualitative data to further explore these dynamics.

Exploring The Celebrity Effect on Live-Streaming E-Commerce: A Comprehensive SWOT Analysis of Influencer Marketing Strategies

In recent years, with the rapid development of the Internet and mobile technology, the landscape of business and marketing has changed dramatically, and particularly notable is the rise of live-streaming e-commerce. This new e-commerce model combines e-commerce with live video streaming to enhance the shopping experience through product display, promotion and sales by anchors. In this model, the celebrity effect, which takes advantage of celebrities' large fan bases and strong influence, plays an important role in driving consumer behaviour. This paper explores the impact of the celebrity effect on live-streaming e-commerce and analyses its strengths, weaknesses, opportunities and threats through SWOT analysis with typical case studies in China. The findings highlight the key role of celebrity endorsement in increasing consumer engagement and purchase intention, while also exploring the potential risks and challenges. The paper concludes with suggestions for optimisation and development to maximise the role of the celebrity effects in live-streaming e-commerce.