Consumer Buying Behavior Research Articles

A critical review of brand image and buying intentions: visualization and bibliometric analysis approach

PurposeThis study aims to explore the relationship between brand image and buying intentions, which is crucial in understanding consumer buying behaviour. This study aims to review the literature, identify research trends and further suggests research directions for future study.Design/methodology/approachA bibliometric analysis was conducted on 402 research articles extracted from the Scopus database, following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework. The study includes performance analysis, science mapping and network visualization, with VOSviewer and Biblioshiny software for the analysis. It examines publication trends, prolific countries, institutions, authors, highly cited papers, keyword co-occurrence and thematic evolution for a comprehensive analysis.FindingsThe study reveals the increasing scholarly interest of researchers in brand image and purchase intention over time and identified various research themes. Results state that Brand image and purchase intention themes remained central throughout both time zones (1995–2012 and 2013–2024). Emerging themes of the field include green marketing, corporate social responsibility, influencer marketing and entrepreneurial marketing.Originality/valueThis research study makes an addition to the body of literature by identifying the research hotspots and areas that need further investigation. Further, the thematic evolution of the brand image and purchase intentions illustrates how perception at various consumer levels and decision-making process has shifted over time in response to changing market dynamics. This study is of quite paramount importance for a vast group of stakeholders including researchers, businesses, brand managers, policy makers, marketing professionals and future research scholars.

A Comprehensive Model of Green Brand Assessment in the IT Industry

This study explores the ways we can evaluate green brands in the IT industry. It is important to have a method to assess the impact that these companies have on the environment and on ourselves. The model aims to provide a comprehensive evaluation framework, contributing to long-term value creation by aligning brand performance with sustainability and responsible practices. For this study, we will assess both financial indicators, such as the economic growth and economic efficiency of the brand, and non-financial indicators that deal with the environmental and social metrics. The proposed evaluation method is based on data collected through studies and literature reviews and through exploratory research, by applying a questionnaire. The study also examined key factors like energy efficiency, e-waste management, and environmental certifications. The analysis demonstrated the necessity for IT green brands to be evaluated, to have their environmental impact measured and assessed by a scoring system. Return on Green Equity (ROGE) and Return on Green Investment (GROI) are the indicators used with their corresponding mathematical formulas. The promotion of environmentally sustainable procedures for IT brands is the main goal as an evaluation model, more specifically, to distribute information to stakeholders and at the same time to support them in the transition towards efficient and sustainable production and consumption patterns. This study provides a structured framework for assessing the impact of green brands within the IT industry, using specific mathematical formulas. These indicators can influence consumer purchasing behavior, resulting in the development of a green and sustainable market, also encompassing macroeconomic impacts through changing buyer behavior.

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.

Impact of E- Marketing on Herbal FMCG Product

We all know about regular marketing and its importance, but in recent trends “E- Marketing” has emerged as important concept in India like in other parts of developed and developing countries. There has been a change in consumer buying behaviour towards E- shopping. E-marketing is an exciting topic in recent days especially the pandemic period as almost every country and society has started to be more aware of E-Marketing marketing and its benefits. The E-Marketing industry will be benefited, once digital marketing strategy is implemented in promoting and selling of products helping a lot of E-Shopping Apps. Nowadays consumers prefer purchase of Herbal products online but due to lack of awareness towards online shopping many elderly people use traditional methods of visiting shops and buying and bargaining the products. The present paper is to understand the practices of E -marketing in India to target the customer in large and to create awareness about digital marketing in buying Herbal products, and it is also to know how digital marketing is raising its trend and practicing to be sustainable.

Investigating the Factors Influencing Impulsive Purchasing Behavior Among Online Consumers: The Mediating Influence of Perceived Trust in Pakistan

This study successfully identified numerous factors that influence the impulsive purchasing behavior of internet consumers in Pakistan. The primary goal was to examine the factors that influence impulsive purchasing behavior (IBB) in online environments, with perceived trust (PT) serving as a mediating variable. A total of 350 questionnaires were distributed using snowball sampling procedures, and 328 completely completed questionnaires were analyzed. According to the findings, impetuous purchasing behavior in online contexts is positively influenced by specific factors, including logistics service quality (LSQ), online reviews (OR), promotion incentive information (PII), and promotion time limit (PTL). In contrast, no statistically significant correlation was found between IBB and online influencers (OI). In addition, the results underscore the critical mediating role of perceived trust in the positive relationships between impulsive purchase behavior, logistics service quality, promotion incentive information, and the time limit of the promotion. Nevertheless, the relationship between impulsive purchasing behavior and online influencers is not mediated by perceived trust. Moreover, the investigation demonstrated that individuals with higher income levels demonstrate a more pronounced propensity for impetuous purchasing than those with lower income levels. Additionally, female consumers exhibit a higher propensity for impulsive purchasing behavior than their male counterparts. This research lays the groundwork for the creation of targeted marketing strategies that will effectively address the impulsive purchasing behaviors of internet consumers. This research provides a novel viewpoint on impulsive purchase behavior, particularly in a highly competitive digitalized business environment that is characterized by neuro-marketing tactics, by utilizing the SOR model (Stimulus, Organism, Response) from consumer behavior theory.

PENGARUH PENGGUNAAN INFLUENCER MARKETING TERHADAP PERILAKU PEMBELIAN KONSUMEN DALAM ERA DIGITAL

This research aims to analyze the influence of the use of influencer marketing on consumer purchasing behavior in the digital era. Influencer marketing has become a popular marketing strategy, especially on social media, that can influence consumer purchasing decisions. This research uses a survey method with 200 respondents who actively use social media and are exposed to influencer marketing content. The variables analyzed include influencer credibility, audience engagement, product suitability to the audience, and their influence on consumer purchasing decisions. The research results show that influencer credibility, audience engagement, and product suitability with the audience have a significant positive influence on consumer purchasing behavior. Additionally, transparency and authenticity in the relationship between influencers and brands has also proven important in building audience trust. This research provides practical implications for companies to select the right influencers, increase audience engagement, and maintain authenticity in their marketing campaigns. Overall, influencer marketing has proven effective in influencing consumer purchasing decisions, especially in the context of social media and the digital era.

Post-COVID Emergent Trends in Consumer Buying Behaviour for Pharma-OTC Sector

Good health is a fundamental human necessity, and access to quality healthcare is vital for a nation's development. Article 21 of the Indian Constitution guarantees the right to life and liberty, but providing optimal public healthcare, especially in rural areas, remains challenging for a rapidly growing population. In this context, self-medication and Over-The-Counter (OTC) products play a crucial role. OTC products, including medicines and personal care items like sanitisers, nutrient supplements, and pregnancy kits, can be purchased without prescriptions. The COVID-19 pandemic has been a global health crisis and an unprecedented socio-economic challenge, deeply impacting industries worldwide. However, the FMCG and pharmaceutical sectors have thrived due to the essential nature of their products. The pandemic has accelerated growth in the OTC segment, creating new opportunities for pharmaceutical companies. This research aims to explore emerging consumer behaviour trends in the pharma-OTC category post-COVID-19 and provide strategic recommendations for companies to capitalize on these trends.

The NBD-Dirichlet model for Italian sparkling wines: understanding competitive relationships among brands

Abstract The NBD-Dirichlet model is applied to describe the Italian market of sparkling wines by means of repeated purchases recorded by a sample of families over two years. Sparkling wine is a convenience good with a moderate level of involvement, high frequency of purchase and low perceived differentiation. The Italian market of sparkling wine is characterized by a large number of brands proposing similar products offered in supermarkets. This very large assortment represents a very particular situation, both in terms of sales strategies and consumer purchasing behavior. This specific type of market can be well represented by the NBD-Dirichlet model to obtain analyses that explain the competitive dynamics among brands and their relative performance. Results of model estimation identified at least three groups of brands with different positioning in the market. Managerial implications of these results are linked to the possibility for each single brand to compare actual performance with that estimated by the model and with competitors belonging to the same segment.

The Impact of Influencer Marketing on Consumer Trust and Purchase Decisions: A Cross-Platform Analysis

This study aims to investigate the impact of influencer marketing on consumer purchase behaviour, focusing on the role of trust and social media platforms. First, the focus is placed on understanding how trust in influencers affects consumer purchase intentions and the moderating effects of the social media platform type and demographics. The problem statement recognizes the challenge for marketers to take advantage of influencer marketing if the level of trust by consumers varies. A quantitative research design was employed, conducting a survey method using a sample of 1000 persons out of the population of 10000 persons. Their online survey distributed 445 questionnaires, of which 300 were completed, for a response rate reflectible of others’ online surveys. The relationships among the variables were evaluated using multiple regression, Analysis of Variance (ANOVA) and Structural Equation Modeling (SEM). Results indicate that higher levels of trust exhibited towards the influencers correlate positively and significantly with consumer purchase intentions (Hypothesis H1, p<0.01). Additionally, attributes of influencers such as authenticity and expertise significantly enhance consumer trust and positively influence purchase intentions (p<0.05), confirming Hypothesis H2. In contrast, Hypotheses H3 and H4 were rejected, indicating that while social media platform type and demographic factors play a role in purchase decisions, they do not significantly moderate the relationship between influencer trust and consumer behaviour. The study concludes with practical recommendations for marketers to prioritize building trust through authentic influencer partnerships and to tailor strategies based on the specific platforms used.

Navigating the Future: Pay-Later Options in E-Commerce and Their Influence on Purchase Decision-Making

The pay-later options in e-commerce revolutionized consumer-buying behavior by making an e-commerce transaction flexible and convenient. The paper investigates the influence of using pay-later options on consumers' decision-making in e-commerce, including platforms such as Amazon, Flipkart, Myntra, Meesho, Blinkit, Zepto, Ola, and many more. Through mixed methods of two stages, the paper identifies the factors behind consumers' adoption of BNPL options and analyses how the latter influences purchasing decisions. Combining data analysis—thereby bringing statistical insights into consumer preferences and patterns—this study offers recommendations on how to optimize pay-later strategies for better customer satisfaction and increased sales growth. Keywords: e-commerce, consumer-buying behavior, pay-later services, online transactions, BNPL, Amazon, Flipkart, Myntra, Meesho, Blinkit, Zepto & Ola.

INSTAGRAM REELS CONTENT ANALYSIS ON CULINARY PREFERENCES ON BENGKULU CULINARY INSTAGRAM ACCOUNTS

Research is to determine the influence of Bengkulu culinary Instagram accounts on people's culinary preferences. Instagram can be the most strategic social media for marketing, because it can influence a person's behavior or interests. This is because content differentiates an account compared to other accounts. Consumer purchasing behavior is initiated and influenced by many stimuli from outside themselves. These stimuli can be marketing stimuli or stimuli from the surrounding environment. Therefore, it is necessary to know what factors can influence people's culinary preferences from Instagram culinary accounts. The results of this research are: Based on the results of observations made by researchers, it is known that the admin of the @kulinerbengkulu Instagram account also utilizes the reels feature, which is currently viral, used by the entire public and including well-known Indonesian artists. The information provided in the Reels feature on Instagram @kulinerbengkulu contains culinary information in Bengkulu.

Digital and Social Determinants of Consumer Decision Making in OTC Pharmaceuticals

This paper outlines various factors that determine consumer choice of over-the-counter drugs, focused mainly on digital marketing and social group influence. The research work is based on quantifying the relationship between different factors and consumer decision processes. These results also suggest a fair relationship between digital marketing and consumer buying behaviour, showing that digital platforms are increasingly used as information sources for OTC medicines. On the other side, reference groups—like advice from pharmacists, doctors, family, and friends—are more important for purchase choices than online marketing, highlighting how vital trust between people is in health decisions. The study further shows that digital marketing and reference groups are complementary, with consumers mainly initiated into buying through digital means but seeking validation and advice from trusted people. These agree with earlier findings and amplify the evolving interplay of modern marketing strategies with social influences in the traditional sphere of pharmaceuticals. Practical implications for this research indicate that pharmaceutical companies must pursue integrated marketing strategies in which digital outreach is combined with efforts to reach reference groups. The pharmacist or health professional is another important agent that can bridge the gap between online and offline consumer involvement. This study thus helps marketers, healthcare professionals, and policymakers develop strategies for improving consumer awareness and confidence in OTC medicines.

Research on Consumer Buying Behavior When Watching Livestreams on Digital Technology Platforms in Vietnam

This study provides a comprehensive analysis of consumer purchasing behavior during livestream sales on digital technology platforms, focusing on psychological and technological factors influencing buying decisions. Using Structural Equation Modeling (SEM), the research identifies key relationships between consumer attitudes, trust, perceived behavioral control, subjective norms, and purchase intentions. The findings reveal that consumer attitudes towards livestream sales positively impact purchase intentions, with perceived usefulness, ease of use, and perceived behavioral control contributing significantly to positive attitudes. Conversely, perceived risk does not significantly affect attitudes, indicating its limited role in livestream contexts. Consumer trust also positively affects purchase intentions, influenced by perceived risk, livestreamer reputation, and subjective norms. Purchase intention is a critical predictor of actual buying behavior. The study highlights practical implications for businesses and livestreamers, including improving livestream quality, enhancing user experience, and building consumer trust. Recommendations are provided for both businesses and consumers to optimize livestream sales strategies. The study also outlines limitations, such as the sample size and geographic focus, and suggests future research directions to broaden the understanding of livestream purchasing behavior.

A STUDY ON THE IMPACT OF SUBSCRIPTION-BASED MODELS ON CONSUMER BUYING BEHAVIOUR WITH RESPECT TO E-COMMERCE PLATFORMS

Subscription services have transformed the e-commerce landscape from its early origins to a $196.35 billion industry, providing benefits such as convenience and predictable revenue streams. This study examines the impact of subscription-based models on consumer buying behaviour within the e-commerce sector, focusing on factors influencing adoption, customer loyalty, and satisfaction. Employing a descriptive research design with a sample of 206 respondents from Ahmedabad, the study utilized non-parametric statistical methods due to non- normal data distribution. The findings reveal a significant relationship between subscription duration and overall spending, a strong correlation between consumer satisfaction and loyalty, and a notable impact of perceived service quality on subscription continuation. These insights highlight the critical role of high service quality in retaining and expanding subscription bases and offer practical recommendations for businesses to optimize their subscription models. Future research should explore a broader range of e-commerce platforms and diverse consumer demographics to enhance understanding of subscription dynamics.

The Role of Mobile Value Added Services towards Influencing Consumer Purchasing Behaviour in the Mobile Telecommunication Industry of Namibia

Purpose: This study is aimed at evaluating the influence of value-added services on consumer purchasing behaviour in the Namibian mobile telecommunication industry. The study further intends to answer several research questions combined with hypotheses testing on perceptions of value-added services towards consumer purchasing behaviour in the Namibian mobile telecoms. Methodology: A correlational research design was employed in the study. A self-administered questionnaire both online and offline to collect data. The research instrument obtained the reliability and validity requirements, using Cronbach and the Factor Loadings (FL), and Average Variance Extracted (AVE) respectively. A simple random sampling technique was adopted in the data collection process. The sample size was determined as 384. A total of 430 valid responses were received. This quantitative study used the Statistical Package for Social Science (SPSS) version 23 and Microsoft Excel for data analysis. Descriptive statistics was adopted when conducting data analysis, including frequencies and mean scores. Inferential statistics was used in hypothesis testing. The research study collected and used secondary data from journals, books, and internet sources. The analysed data was presented using Tables and Figures. Findings: Based on the tested hypothesis, value-added services had a statistically insignificant weak positive relationship with consumer purchasing behaviour (rs (430) = .009, p-value >.0.05). The results also revealed a statistically insignificant negative relationship between income and consumer purchasing behaviour (rs (430) = -.018, p-value >.0.05). ). It was concluded, that there was insufficient information to reject the null hypothesis or suggest that the alternative is correct. Future studies should focus on collecting more information and adopting other research methodologies, such as qualitative or mixed research. Unique Contribution to Theory, Practice and Policy: Several consumer behaviour theories and models informed the study’s conceptual framework. Theories included the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), Hawkins Stern's Impulse Buying, Maslow's Hierarchy of Needs, Integrated Marketing Communication (IMC) and models such as the Engel-Kollat-Blackwell (EKB) were adapted to the study. Policy makers should expedite the implementation of policies and laws to enhance consumer protection and awareness. Recommendations include enhancing consumer awareness of value-added services and the repetition of research with broad inclusion of other variables, including demographical information.

The effects of digital marketing communication on consumer buyer behaviour in the real estate sector

In recent years, digital marketing communication has emerged as a powerful tool for influencing consumer behavior across various industries, including the real estate sector. This study aims to investigate the effects of digital marketing communication on consumer buyer behavior within the context of the real estate industry. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from real estate consumers and industry professionals. The quantitative phase involves administering structured questionnaires to a sample of real estate consumers to assess their perceptions, attitudes, and behaviors toward digital marketing communication channels, such as social media, websites, email marketing, and online advertising. The qualitative phase involves conducting in-depth interviews with real estate industry professionals to gain insights into their strategies, challenges, and best practices in leveraging digital marketing communication to influence consumer buyer behavior. The findings of this study are expected to provide valuable insights into the impact of digital marketing communication on various stages of the real estate buying process, including information search, decision-making, and post-purchase evaluation. Additionally, the study aims to identify key factors that influence consumer engagement with digital marketing content and channels, as well as the role of trust, credibility, and authenticity in shaping consumer perceptions and preferences in the real estate sector. Ultimately, the research aims to contribute to the existing body of knowledge on digital marketing communication and consumer behavior in the real estate industry, informing practitioners and policymakers about effective strategies for leveraging digital channels to attract, engage, and convert prospective buyers in an increasingly competitive marketplace. These are the findings of the study. The study realised that the factors that contribute to consumer engagement with digital marketing content and channels were social media (Facebook and Instagram). Secondly, the study shows that social media has a positive and significant relationship with consumer buying behavior. Lastly, the study revealed that consumers perceive digital marketing-related content as high when it is trustworthy.

Consumer Transactions Simulation Through Generative Adversarial Networks Under Stock Constraints in Large-Scale Retail

In the rapidly evolving domain of large-scale retail data systems, envisioning and simulating future consumer transactions has become a crucial area of interest. It offers significant potential to fortify demand forecasting and fine-tune inventory management. This paper presents an innovative application of Generative Adversarial Networks (GANs) to generate synthetic retail transaction data, specifically focusing on a novel system architecture that combines consumer behavior modeling with stock-keeping unit (SKU) availability constraints to address real-world assortment optimization challenges. We diverge from conventional methodologies by integrating SKU data into our GAN architecture and using more sophisticated embedding methods (e.g., hyper-graphs). This design choice enables our system to generate not only simulated consumer purchase behaviors but also reflects the dynamic interplay between consumer behavior and SKU availability—an aspect often overlooked, among others, because of data scarcity in legacy retail simulation models. Our GAN model generates transactions under stock constraints, pioneering a resourceful experimental system with practical implications for real-world retail operation and strategy. Preliminary results demonstrate enhanced realism in simulated transactions measured by comparing generated items with real ones using methods employed earlier in related studies. This underscores the potential for more accurate predictive modeling.

The Influence of Digital Marketing Strategy, Price and Customer Experience on Consumer Purchasing Decisions at the Arrahman Perfume Store in Binjai

As the digital age has changed how consumers interact with products and services, the perfume industry is one of the most affected sectors. As a result, the number of perfumes being produced is increasing, and new perfumes are emerging with various societal trends, which causes competition to become increasingly intense. The purpose of this study is to understand the impact of digital marketing strategies, pricing, and customer experience on consumer purchasing behavior at the Arrahman Perfume store in Binjai. Data collection via a questionnaire given to 80 respondents. The model used with Multiple Regression and processed through SPSS. The results of this study indicate that digital marketing strategies are positively and significantly impacted, as are prices in a positive and significant way and customer experiences in a positive and significant way with regard to consumer purchasing decisions. The Adjusted R Square value is 0.890 or 89%, which means that digital marketing strategy, price and customer experience contribute 89% and the remaining 11% can be explained by other variables that were not studied

Sustainable fodder crop-feed integration practices: Impact on dairy farm economics and agricultural diversity

The study aimed to identify factors influencing feed purchase among dairy farmers in Tamil Nadu. The study highlights the crucial relationship between fodder crop cultivation and dairy farming economics. Local fodder crops like Hybrid Napier grass (Pennisetum purpureum), Sorghum (Sorghum bicolor) and Cowpea (Vigna unguiculata) play a vital role in supplementing commercial cattle feed, potentially reducing feed costs by 15-20 %. Integrating sustainable fodder cultivation practices with commercial feed usage presents opportunities for improving dairy farm profitability while promoting agricultural diversity. A survey was conducted among 200 dairy farmers in the districts of Ariyalur and Perambalur to gain a deeper understanding of that consumer buying behaviour, cost of production, benefit-cost ratio, factors influence buying behaviour and constraints faced by the farmers while purchasing and using cattle feed, such as the fact that specific feeds are improperly prepared, that costs are prohibitively high and that obtaining credit to pay for feeds is difficult. Key determinants of feed choice include product-related factors, marketing, economic factors, distribution, farm and milk production, labour and Government support. It is concluded that producers, distributors and legislators have insightful information about how to raise feed quality, accessibility and affordability while also boosting the financial viability and sustainability of Tamil Nadus’ dairy industry.

The impact of social media on consumer purchasing behavior in the United States

This study examines the impact of social media on consumers’ purchasing behavior using an integrated approach that combines theoretical frameworks, empirical data analysis, and advanced technological solutions. The study utilizes a mixed method approach combining quantitative analysis of user engagement metrics and qualitative assessment of content effectiveness. The main results indicate the significant influence of social proof, information cascades, and the echo chamber effect on consumer decision–making in digital environments. The study proposes a novel multifactor content optimization system (CMOS) that uses machine learning algorithms for semantic analysis, computer vision, virality prediction, and dynamic pricing. The implementation of CMOC can significantly improve marketing effectiveness and consumer engagement. This study contributes to the field by providing a holistic framework for understanding and optimizing social media marketing strategies, highlighting the importance of ethical considerations and creating true value in digital consumer interactions.