Consumer Interaction Research Articles

Design and implementation of an E-commerce market place

Many small businesses and start-ups are faced with the challenge of promoting their business awareness to increase their profit margin. But many of these small businesses and start-ups cannot pay for domain registration and building of a functional website of their own. Thus, e-commerce application which can be a platform for many businesses is a good solution to this. It serves as incentive for revenue generation and business expansion in addition to promoting consumer interaction, entrepreneurship, and the growth of small businesses. Therefore, this paper aimed at design and implementation of an e-commerce application for tailors. The e-commerce system can protect sensitive customer data and secure online payment system which can serve as a platform for many businesses and start-up. This will promote business awareness, give ability to reach more customers and then improve owners profit margin. This project aims to harness the power of e-commerce marketplaces to create a tailored shopping experience for a specific target audience.

Путешествие между каналами: формирование клиентского опыта в цифровой среде

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.

Consumer interaction and privacy: the impact of in-feed lead generation ads on self-disclosure intention

PurposeAmidst the growing emphasis on privacy protection, this study aims to investigate how online interaction introduced in Lead Generation Ads (LGAs) affects consumers' Self-Disclosure Intention (SDI), particularly in the context of the Chinese advertising market.Design/methodology/approachThis research employs two scenario-based online surveys to analyse in depth the impact of LGAs on consumers' SDI. The first study collects valid feedback from 220 consumers through an online questionnaire to assess the direct effect of perceived interactivity on SDI. The second study, using an experimental design with a sample of 265 participants, further explores the mediating roles of perceived control and perceived vulnerability in the relationship between perceived interactivity and SDI and examines the moderating effect of privacy invasion experience (PIE).FindingsThis study reveals the significant and positive influence of perceived interactivity on SDI, with perceived control acting as a mediator that enhances this effect. Conversely, perceived vulnerability weakens the positive impact of perceived interactivity on SDI. Additionally, we explore the moderating role of PIE and find that it significantly influences the relationship between perceived interactivity and SDI. These findings underscore the importance of considering consumer privacy sensitivity, particularly in the design of interactive marketing strategies and within highly interactive advertising environments.Research limitations/implicationsOur research uncovers consumer privacy attitudes and behaviours in the Chinese market, providing insights into its unique dynamics of privacy and information disclosure. However, the geographical and cultural specificity of our study may limit its generalizability. Future studies should expand into various cultural and market contexts, considering the impact of digital technologies on consumer interactions and information disclosure, thereby enhancing the depth and applicability of global marketing strategies.Practical implicationsAdvertising platforms should explore online interactive communication methods to enhance consumers' perceived interactions and alleviate privacy concerns. Also, platforms should be designed with system security in mind to prevent the leakage and misuse of consumer data, thus increasing consumers' SDI.Social implicationsThe study provides insights for marketers on designing more effective and privacy-sensitive online advertising strategies in the Chinese market. Understanding the factors influencing consumers’ willingness to share personal information can lead to more effective engagement in digital marketing campaigns.Originality/valueBy integrating interactivity theory with privacy computing theory, this research provides a new perspective on the role of online interaction in consumer privacy protection and information disclosure decisions. The findings not only enrich the theoretical frameworks of interactive marketing and privacy protection but also offer empirical support for marketing practitioners in regard to designing interactive advertising strategies, especially balancing consumer privacy protection with the enhancement of shopping intentions.

Examining the Evolution of Digital Innovation and Its Impact on Organizational Growth

Organizational operations have been modified by using the rise of digital innovation, which has increased consumer interaction, accelerated efficiency, and stimulated overall growth. But obstacles like converting organizational adoption charges and a quickly evolving era would possibly make it more difficult to generalize effects across of different sectors and ancient intervals. To overcome these constraints, a thorough examination of the impact of digital innovation on organizational growth is carried out in this study. This study investigates the connection among Digital infrastructure (DI), Digital Innovation practices (DIP), Adoption of advanced digital technologies (ADT), Leadership support (LS), Organizational growth (OG), and Employee digital capabilities (EDS) utilizing Structural Equation Modeling (SEM) and CFA test. SEM is used to evaluate the causal pathways between constructs and the connections between latent variables and their indicators. CFA is a method used to validate the dimension model by examining the relationships between observed indicators and their underlying constructs. A systematic questionnaire with a Likert scale rating was used to collect data from 600 populations. The measurement model assessed the validity and reliability of latent constructs, while the structural model analyzed the relationship between constructs based on the proposed hypotheses. The structural model revealed that DI, LS, and ADT are positively connected to the DTP, and OG, between digital innovations on organizational growth. (β = 0.58,0.54,0.60 and 0.62,p < 0.05), providing well support for hypotheses 1, 2, 4, and 5. The SEM and CFA confirm the robustness of these relationships. The findings underscore the critical role of digital infrastructure and leadership in driving effective digital practices and fostering growth.

Exploring the Intersection of E-commerce and Healthcare: A Visual Analysis of Research Trends.

The role of e-commercein healthcare is one of the key research areas emerging from the broader digital transformation of health services and consumer interactions. This study presents the bibliometric analysis of literature on e-commerce in healthcare based on publications from1993 to 2024 in Scopus. In particular, this analysis shows trends in the publication record that have been constantly growing, with prominent increases during the COVID-19 pandemic, now hardwiring the fact that digital technologies are key in promoting global health. The study surveys the thematic evolution of key technologies such as artificial intelligence (AI), which is transforming predictive healthcare analytics; blockchain, which is enhancing security in health data transactions; and telemedicine, which is revolutionizing remote patient care, alongside other emerging technologies that are reshaping global healthcare systems. The research also showcases global collaboration patterns, underlining the international dimensions of scholarly contributions to the area under review. These insights provide a foundation for understanding the current state of e-commerce in healthcare and suggest future directions for research and policy development in this fast-evolving field.

Virtualization of Service Consumer Behavior in Poland – A Post-Pandemic Perspective

ABSTRACT This article explores the impact of the COVID-19 pandemic on the virtualization of consumer behaviors in the Polish service sector, emphasizing shifts in service delivery mechanisms. The pandemic acted as a catalyst, accelerating the adoption of virtual solutions across various sectors including tourism, gastronomy, culture, education, and healthcare, as necessitated by social distancing and other restrictive measures. The article first outlines the integration of digital solutions into various service sectors, focusing on the impact of these technologies on consumer behaviors and service delivery. Next, utilizing an online survey conducted in November 2022 with a sample of 1,100 respondents, whose socio-demographic profile corresponds with that of Polish internet users (Ariadna panel), the study examines consumer perceptions and the effectiveness of digital transformations during the pandemic. The findings indicate a high appreciation among Polish consumers for virtual solutions that improved access to and use of services during restrictive periods. However, the continuation of these virtual engagements post-pandemic appears selective, with significant inclination towards solutions in administrative, food delivery, and telemedical services, while long-term engagement in virtual cultural services is less favored. This study underscores the dual role of necessity and technological advancement in reshaping consumer interactions with service sectors, suggesting a sustained yet selective future for virtual service consumption post-pandemic.

Sentiment analysis and social media analytics in brand management: Techniques, trends, and implications

In the contemporary digital landscape, sentiment analysis and social media analytics have emerged as pivotal tools in brand management. This research explores the influence of sentiment analysis on understanding consumer perceptions and the effectiveness of social media analytics in shaping brand strategies. Through a comprehensive review of existing literature and case studies, the study highlights the critical role these techniques play in assessing consumer sentiment and optimizing brand engagement. Sentiment analysis, utilizing natural language processing (NLP) and machine learning algorithms, provides insights into consumer attitudes and emotional responses. It enables brands to refine their marketing strategies based on real-time feedback and improve brand perception. Concurrently, social media analytics offers valuable data on consumer interactions across various platforms, revealing trends and patterns that inform strategic decisions. The integration of sentiment analysis with social media analytics offers a holistic view of consumer behavior, though it presents challenges such as data accuracy, privacy issues, and the dynamic nature of social media. The research identifies key findings, including the impact of sentiment analysis on brand strategy and the role of social media analytics in enhancing brand visibility and engagement. Recommendations for brand managers include leveraging sentiment insights for strategic adjustments, adopting advanced analytics tools, and addressing privacy concerns. The study also suggests areas for future research, including the exploration of advanced sentiment analysis techniques, integration with emerging technologies, and the development of best practices for ethical data use. Overall, this research underscores the importance of sentiment analysis and social media analytics in modern brand management, providing actionable insights for optimizing brand strategies and improving consumer engagement.

The impact of order fulfillment on consumer experience: text mining consumer reviews from Amazon US

PurposeThis research analyzes online consumer reviews and ratings to assess e-retail order fulfillment performance. The study aims to (1) identify consumer journey touchpoints in the order fulfillment process and (2) determine their relative importance for the consumer experience.Design/methodology/approachText mining and analytics were employed to examine over 100 m online purchase orders, along with associated consumer reviews and ratings from Amazon US. Using natural language processing techniques, the corpus of reviews was structured to pinpoint touchpoints related to order fulfillment. Reviews were then classified according to their stance (either positive or negative) toward these touchpoints. Finally, the classes were correlated with consumer rating, measured by the number of stars, to determine the relative importance of each touchpoint.FindingsThe study reveals 12 touchpoints within the order fulfillment process, which are split into three groups: delivery, packaging and returns. These touchpoints significantly influence star ratings: positive experiences elevate them, while negative ones reduce them. The findings provide a quantifiable measure of these effects, articulated in terms of star ratings, which directly reflect the influence of experiences on consumer evaluations.Research limitations/implicationsThe dataset utilized in this study is from the US market, which limits the generalizability of the findings to other markets. Moreover, the novel methodology used to map and quantify customer journey touchpoints requires further refinement.Practical implicationsIn e-retail and logistics, comprehending touchpoints in the order fulfillment process is pivotal. This understanding helps improve consumer interactions and enhance satisfaction. Such insights not only drive higher conversion rates but also guide informed managerial decisions, particularly in service development.Originality/valueDrawing upon consumer-generated data, this research identifies a cohesive set of touchpoints within the order fulfillment process and quantitatively evaluates their influence on consumer experience using star ratings as a metric.

Market Expansion of Benz-Cy Enterprises Inc. on Selected Industries: Enhancement of Strategic Plan

This study assesses the potential for strategic market expansion for Benz-Cy Enterprises Inc. in the construction, real estate, and healthcare industries while considering possible obstacles and difficulties. The study utilizes a descriptive quantitative research design to carefully record and analyze the characteristics and requirements of potential clients in various industries. A total of 30 business representatives were selected for data collection using purposive sampling. Various research instruments, such as surveys and questionnaires, were employed to evaluate their inclination to purchase IT goods and their existing supplier ties. The results suggest that potential clients have a significant level of awareness and interest in Benz-Cy’s IT products. Companies in these industries are particularly inclined towards established brands such as HP and Canon. More so, this study indicates a chance for Benz-Cy to exploit competitive pricing and new product features to capture a more significant portion of the market. The results also suggest a substantial need for various IT goods, including computers, laptops, and peripherals, highlighting the significance of diversifying the product range. The report indicates that Benz-Cy Enterprises can enter new markets by improving its product offers, executing focused marketing campaigns, and prioritizing sustainability measures. Suggested measures encompass diversifying the range of items, implementing competitive pricing tactics, improving consumer interaction, and advertising environmentally friendly merchandise. These strategic measures are anticipated to strengthen Benz-Cy’s market position, reassure customers of our adaptability, and secure long-term competitiveness and expansion. Keywords: Benz-Cy Enterprise, Market Expansion, IT product

Impact of Digital Fashion Shows on Consumer Engagement with Fashion Brands in Nigeria

Purpose: The aim of the study was to analyze the impact of digital fashion shows on consumer engagement with fashion brands in Nigeria. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Digital fashion shows have significantly enhanced consumer engagement with fashion brands in Nigeria by offering a dynamic, accessible online experience. These virtual events have allowed brands to reach a broader audience, increasing their visibility and facilitating direct interaction with consumers. Real-time feedback during these shows has enabled brands to fine-tune their marketing strategies and product offerings to align with consumer preferences. The use of augmented reality technologies has further personalized the shopping experience, leading to increased consumer interest and brand loyalty. Unique Contribution to Theory, Practice and Policy: Technology acceptance model (TAM), uses and gratifications theory (UGT) & engagement theory may be used to anchor future studies on impact of digital fashion shows on consumer engagement with fashion brands in Nigeria. Fashion brands should leverage a combination of VR, AR, and live-streaming to create more engaging and immersive experiences. By investing in these technologies and incorporating high-quality digital content, brands can enhance consumer interaction and foster deeper emotional connections. Policymakers and industry bodies can work together to establish standards for digital content, technology integration, and consumer privacy protection, which will enhance the overall consumer experience and build trust in digital fashion shows.

Exploring the Reasons Behind Consumers' Crazy Buying Behavior

The ongoing expansion of the social economy has resulted in an improvement in Chinese inhabitants' living conditions. This has also influenced people's consuming concepts and actions. People are increasingly developing national self-confidence, deepening emotional resonance, and earning public awareness for a variety of national brand enterprises. As a result, these firms are progressively becoming a key factor in China's economic development. The Wahaha Company is depicted in the paper as an exploratory item. The purpose of this article is to look into Wahaha's actions, which may have influenced consumers to buy the product in huge amounts following the death of its inventor, Zong Qinghou. The analysis method is based on the marketing mix theory of 4Rs. This article uses the marketing mix theory of 4Rs to investigate why consumers purchased enormous quantities of products following Zong Qinghou's death, resulting in a significant boost in the company's sales. The study concludes that companies can improve consumer interaction by combining the marketing theory of 4Rs with appropriate emotional marketing, as well as staying current with health trends by developing specialty beverages that are more in line with consumer needs, using AI to provide better human care for the company, and developing closer relationships with consumers.

Negative consumer–brand relationships in services: does gender matter?

PurposeStudies on the negative aspects of consumer–brand relationships have received increasing attention in academia, but most research on this phenomenon is not focused on services. On the other hand, the literature consistently demonstrates evidence that gender affects consumer behavior. In this context, this study aims to unprecedentedly identify the antecedents of brand hate and the effects of consumer gender across different service sectors.Design/methodology/approachThis research compares the results of two studies with service companies. The first was accomplished with 307 consumers of mobile phone operators, and the second study was performed on 450 higher education students. The data were analyzed using structural equation modeling.FindingsIn both studies, females showed greater importance for ideological incompatibility than males. This suggests that females are more sensitive to moral issues and ethical behavior than males. As for males, negative experience is the most relevant antecedent of brand hate in both samples. However, when age is checked, the results indicate that younger males develop more brand hate than older males. This does not happen with females.Originality/valueThis study demonstrates gender differences and compares two samples applied in different service sectors: low-technological and high-touch consumer interactions. The results show that the antecedents of brand hate for males and females in the service sector differ. This study also points out that older males present a different behavior when compared to younger males, which does not happen with females.

The Power of Play: Gamified Advertising with AR/VR/AI and its Impact on Consumer Engagement

The advertising landscape is undergoing a significant transformation. Traditional advertising methods struggle to capture and retain consumer attention in a world saturated with information. This paper explores the potential of gamified advertising with Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI) to create immersive and playful experiences that drive deeper brand engagement. By leveraging the psychology of play and personalization, gamified advertising can transform passive viewers into active participants. AR/VR technologies bridge the gap between the physical and digital worlds, while AI tailors the gamified experience for each individual. This paper examines the benefits of gamified advertising with AR/VR/AI for brands, including increased user engagement, positive brand associations, enhanced purchase decisions, and boosted sales. Real-world case studies are presented, along with tangible results and analysis to illustrate the effectiveness of these campaigns. Finally, the paper explores limitations and future considerations, such as ethical concerns regarding data privacy and the need for cost-effective AR/VR development. In conclusion, gamified advertising with AR/VR/AI presents a paradigm shift in how brands connect with consumers. By fostering a sense of play and personalization, brands can create memorable and engaging experiences that build brand loyalty and drive business growth. As these technologies evolve and ethical considerations are addressed, gamified advertising has the potential to redefine the future of brand storytelling and consumer interaction

Optimizing E-commerce Operational Efficiency and Customer Experience Through Data Analytics and Technological Innovation

With an emphasis on the e-commerce industry specifically, this paper examines the revolutionary role that data analytics and technological innovation play in enhancing the customer experience and streamlining e-commerce operations. It explores the ways in which cutting-edge technologies, including big data, augmented reality, virtual reality, and artificial intelligence, can be leveraged to precisely understand consumer preferences in order to provide engaging, effective, and personalized shopping experiences. The study emphasizes how these technologies are revolutionizing front-end consumer interactions with personalized product recommendations, immersive shopping experiences, and instant customer service, while also improving back-end operations like inventory management and supply chain optimization. Using Chewy.com as an example, this paper explores technology applied in virtual and augmented reality and artificial intelligence in pet e-commerce and demonstrates how their integration with technology indicates great benefits toward consumer needs, business growth, and competitive leverage within the dynamism of e-commerce. The aim of this paper is to aid e-commerce practitioners in capturing the most out of data and technology for business models, customer satisfaction, and market positioning in an ever-increasing digital market.

Exploring Social Sharing Value: Effects on Customer Attitudes and Behaviors in Restaurant Livestreaming.

In China, the integration of livestreaming into restaurant marketing has transitioned from mere entertainment to a vital business tool. This study examines the influence of social sharing value (SSV) on customer attitudes and behavioral intentions within the context of restaurant livestreams, applying the stimulus-organism-behavior-consequences (SOBC) model. Analyzing data from 1139 livestream viewers using partial least squares-path modeling (PLS-PM), the results reveal that SSV significantly enhances viewers' trust, satisfaction, word of mouth (WOM), and behavioral intentions. Trust was shown to elevate satisfaction, which, in turn, positively impacts WOM and purchase intentions. Among the SSV's components, brand intimacy emerged as highly influential. Notably, behavioral intention was found to significantly influence WOM activities, underscoring the critical role of proactive customer behaviors in promoting the brand. This study extends social exchange theory by quantifying relationship quality and adapting it to digital consumer interactions in the restaurant industry. The findings highlight the importance of cultivating SSV to bolster customer trust and satisfaction, thereby enhancing loyalty and advocacy. Effective engagement through livestreaming can amplify brand intimacy, establishing it as an indispensable strategy for maintaining competitiveness in the restaurant sector.

Opportunities and challenges of smart technology for small independent fashion retailers: a reflexive thematic analysis using the technology-organization-environment framework

Smart technology has become an increasingly prominent feature in the fashion apparel industry. However, small retailers still face challenges while trying to adopt such innovative smart technologies to increase consumer interaction and sales. By applying the Technology, Organization, and Environment (TOE) framework, the aim of this study is to understand small independent fashion retail owners’ and employees’ thoughts on innovative retail technologies and their reactions to the currently available new technology. A qualitative research method of in-depth interviews with 11 participants working in fashion companies was used. The themes that emerged in this study represent criteria to be met prior to adopting new technology for small fashion retailers, including transparency, consistency, and integration of technology. While there were concerns regarding the cost and timing of adopting smart technology, they all expressed unanimous agreement that these advancements would become the next major trend in fashion retail, enhancing consumer connectivity. In particular, the smart technology they plan to adopt must possess the capability for reciprocity between consumers and the company. This will motivate a resurgence of innovative technologies in the less advanced fragment of small independent fashion retailers. Future research can focus on analyzing how the implementation of new smart technologies affects these types of businesses and their customer satisfaction.

The impact of immersive and flow experiences on consumer participation in hyper‐connected shopping platforms: A metaverse perspective

AbstractConsumers find it increasingly compelling to immerse themselves in the metaverse, a trend that will likely continue. Although the metaverse has retailing potential, understanding empirically its effects on consumer behavior is still underexplored. Our study investigating consumer interactions in this hyper‐connected shopping environment uses scenario‐based data from 262 consumers and a multimethod quantitative approach to examine the integrative behavioral model, revealing consumer perceptions of metaverse affordances, their impact on self‐efficacy, and the role of trust, immersion, and flow experiences in participation in metaverse shopping platforms. Perceived enjoyment emerges as a critical driver of consumer participation. This study provides convincing empirical evidence of the drivers specific to consumer metaverse experiences, going beyond the current understanding of consumer behavior in the metaverse shopping context, mainly at the conceptual level. The findings provide actionable insights for metaverse practitioners to enhance consumer engagement.

Unraveling the viral phenomenon: insights from social media content analysis on streaming over-the-top platforms

Purpose This study aims to analyze memes as valuable engagement and marketing communication tools in promoting over-the-top (OTT) platforms by monitoring users' sentiments and offering insightful information about their opinions by drawing themes from viral memes. Design/methodology/approach Content analysis of 1,230 user interactions was conducted using NVivo software on Instagram and Twitter pages from May 2022 to July 2023. Data were collected for sentiment analysis (consumer responses), and relevant themes (consumer interactions) were drawn which created the virality of memes. Findings Research findings reveal relevant themes, such as relatable, informative and interest-generating, that make memes go viral over social media. The sentiment analysis results showed that the intensity and strength of the positive comments were more substantial, contributing more to the virality of memes. Practical implications These findings provide themes for engaging content for OTT advertisers to boost brand recognition and engagement by strategically creating meme content and implementing better marketing communication. Originality/value This study uses factual data to offer new perspectives on viral meme propagation. It provides evidence that OTT marketers boost brand value and customer engagement through innovative customer-centric social media analysis.

THE MECHANISM OF COMMITMENT TO DISCLOSURE IN THE CONSUMER AND MEDICAL FIELDS ACCORDING TO ALGERIAN LEGISLATION

This study addresses the mechanism of the commitment to disclosure. Both professionals and physicians bear the crucial responsibility of providing information that is not only accurate but also understandable and appropriate for the intended patient or consumer. By mirroring its international counterparts, Algerian law mandates this duty, attaching legal consequences for its breach. Before any medical intervention, a doctor must obtain the patient’s consent, fulfilling an essential preliminary step. Likewise, before initiating a sales process, a professional must inform the consumer about all necessary details regarding the product or goods. This paper delineates the extensive aspects of this obligation, including its defining features, evidentiary requirements, and the nature of the resultant damages from non-adherence. The aim is to recalibrate the balance of power within medical and consumer interactions, thereby augmenting the safeguarding of patients and consumers. This duty is considered one of the fundamental rights of patients and consumers, linked to ethical and humanitarian responsibilities, and is a precursor to obtaining consent.

Commodification of Religion in Marketing Communication for Sharia-Compliant Properties

This study explores the influence of integrating religious values and the use of religious symbols in marketing Sharia-compliant properties on consumer purchase decisions. Employing a netnographic method, this analysis observes consumer interactions on the Instagram account @shariagreenland, revealing how spiritual resonance and the commodification of religious symbols affect consumer preferences and behavior in the property sector. The findings reveal that religious symbols are strategically used in the marketing of Sharia-compliant properties, not only to support religious identity but also as a tool to create added value in consumer perception. These symbols are integrated into various marketing aspects, from property branding using the term “Islamic Housing”, to payment systems and facilities that comply with Islamic law, indicating the occurrence of religious commodification. Furthermore, this research identifies marketing strategies that commodify religious symbols as a major differentiating factor influencing consumer interest. The results of this study provide important insights for property developers in formulating effective marketing strategies, emphasizing the need for an authentic and transparent approach in integrating religious values into their product offerings. These findings contribute to the literature on consumer behavior in the context of Sharia-compliant properties and highlight broader social and cultural dynamics surrounding the commodification of religion in contemporary marketing.