Driving Consumer Engagement Research Articles

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

THE IMPACT OF VISUAL CONTENT ON CONSUMER ENGAGEMENT AND BUYING BEHAVIOR IN HERAT PROVINCE: A SOCIAL MEDIA PERSPECTIVE

In the rapidly evolving digital landscape of Herat province, Afghanistan, the role of social media and digital marketing has become increasingly significant. This study investigates the impact of visual content on consumer engagement and buying behavior, focusing on how various forms of visual media, such as images and videos, influence consumer trust and purchase decisions. A quantitative research design was employed, with data collected from 500 social media users in Herat province through a structured questionnaire. The findings indicate that visual content, particularly high-quality images and videos, significantly influences consumer trust and engagement. The study also reveals that user-generated content (UGC) is more trusted by consumers than brand-generated content. Additionally, visually oriented social media platforms like Instagram and YouTube are more effective in driving consumer engagement and purchasing decisions compared to less visual platforms. Structural Equation Modeling (SEM) analysis confirmed the strong relationships between visual content engagement, content quality perception, consumer trust, and buying behavior. The results highlight the importance of high-quality, culturally relevant visual content in building consumer trust and influencing purchasing behavior. This study provides valuable insights for local businesses in Herat to optimize their digital marketing strategies and enhance consumer engagement.

The Influence of Website Quality on Buying Interest Consumer

This study examines the impact of website quality on consumer purchase interest, focusing on ease of use, interaction, and information quality as key assessment components. A quantitative research approach was employed, utilizing data from 107 respondents residing in Greater Bandung who had interacted with the Rumahweb website. Data was collected via questionnaires distributed through Google Forms to obtain primary data. The analysis revealed that website quality positively influences consumer purchase interest, accounting for 64.4% of the variance in purchase intent. Simple regression analysis was conducted to test the hypothesis, confirming the significance of website quality in driving consumer engagement and purchase decisions. This research underscores the importance of maintaining high-quality websites to enhance consumer interest in products and services.

Influence Unleashed: The Impact of Social Media on Consumer Perceptions Regarding on Adidas Products

In todays digital era, social media (SM) have become important platforms for brands to disseminate information and engage with consumers. The present study explores the impact of SM on consumers' information acquisition and decision-making from the perspective of Adidas. Adidas effectively share product details, launch new items, and interact with its audience via SM. By examining various marketing approachesincluding reputation marketing, key opinion leader (KOL) and celebrity marketing, and influencer marketing, this research tries to analyze how Adidas leverages social media to enhance brand visibility and consumer engagement. The literature review reveals that social media significantly influences consumer perceptions and decisions, particularly through influencer marketing and social commerce features. Additionally, the importance of authenticity and detailed reviews in building consumer trust was emphasized. More in-depth understanding of the influencing mechanism can provide valuable insights for Adidas and similar brands to optimize their related strategies, ultimately driving consumer engagement and purchasing behavior.

Consumers' Behavioral Willingness to Use Green Financial Products: An Empirical Study within a Theoretical Framework.

In an era marked by the expansion of the Internet economy and the intensification of environmental concerns, the convergence of digital finance and green finance has emerged as a significant global trend. China's Alipay Ant Forest, an innovative green financial product, has successfully quantified carbon emission reductions resulting from users' green consumption patterns, establishing the first carbon account-based green financial product and pioneering an innovative "green finance plus gamification" model. However, the academic literature has not fully explained the underlying mechanisms that drive consumer engagement with such green financial products. This study, motivated by the academic question of what factors influence consumers' willingness to use green financial products, employs Ant Forest as a case study and develops a novel structural equation model based on self-determination theory, customer-perceived value, and the technology acceptance model. The model incorporates user type as a control variable and considers autonomy, gamification, and bonuses as key independent variables, with customer-perceived value serving as a mediating variable. Data collection involved 606 participants, enabling a comprehensive analysis of the factors influencing users' willingness to engage with green financial products. The findings support the proposed hypothesis, identifying several significant predictors of users' willingness to use green financial products, with the exception of age. This study advances the theoretical understanding of consumer behavior towards green financial products by integrating self-determination theory, customer-perceived value, and the technology acceptance model, while also offering practical insights for marketing strategies. It explores the interface between digital finance, environmental sustainability, and consumer behavior, highlighting opportunities for financial institutions to leverage Internet applications to promote green financial services and enhance their marketing approaches to influence consumer adoption.

The Influence of Promotion Content at Shopee Indonesia’s Instagram Account on Consumptive Behaviour for Late Adolescent Girls in Jakarta

The rise in online shopping in Indonesia is significantly linked to National Online Shopping Day (Harbolnas), launched on December 12, 2012, by the Indonesian E-commerce Association (idEA). Harbolnas has become essential for both sellers and buyers, with the “8.8” August 2020 promotion alone increasing transactions by 66%. Monthly twin date promotions by platforms like Shopee Indonesia drive consumer engagement. Instagram plays a key role in influencing late adolescent girls' shopping behavior in Jakarta. For that, this study wanted to see how the impact of promotional content on Instagram accounts @shopee.id on late adolescent consumptive behavior of girl in Jakarta. This study uses a post-positivist paradigm with quantitative methods, collecting data through surveys targeting this demographic. The correlation table results indicate that the content has an influence on consumptive behavior, as the obtained value is 0.544, which falls into the category of moderately correlated. Furthermore, based on the coefficient of determination formula, the contribution of the content variable (X) to consumptive behavior (Y) is found to be 29%, while the remaining 71% is influenced by other factors outside the variables in this study. In this study, the linear regression equation can be observed as Y = 14059 + 0.800 (11) = 14067.8. This indicates that in this study, the value of consumptive behavior will increase as the value of promotion content increases.

Analyzing the Role of Influencers in Digital Marketing Strategy: A Case Study in the Online Fashion Industry

In the contemporary landscape of digital marketing, the role of influencers has become increasingly prominent, particularly within the online fashion industry. Understanding the impact of influencer collaborations on digital marketing strategy is essential for brands seeking to effectively engage with consumers in the digital sphere. This research is important because it provides a deep understanding of the role of influencers in digital marketing strategies within the online fashion industry, which is currently one of the most dynamic and competitive industries digitally. By analyzing factors such as influencer authenticity and credibility, the impact of engaging content, and strategies to enhance brand visibility and consumer engagement through influencer collaborations, this research offers invaluable insights for brands and marketing practitioners in optimizing their strategies. This study aims to analyze the role of influencers in digital marketing strategy within the online fashion industry, with a focus on their effectiveness in enhancing brand visibility and driving consumer engagement. The research explores the influence of authenticity and credibility of influencers, the impact of engaging content creation, and the strategies for building brand visibility and consumer engagement through influencer collaborations. The research methodology employed in this study involves a comprehensive review of existing literature on influencer marketing in the context of the online fashion industry. The analysis utilizes NVivo as a tool for data analysis, allowing for the systematic categorization and interpretation of key themes and findings from the literature. The analysis reveals that influencers play a significant role in shaping brand perception, driving consumer behavior, and amplifying brand reach within the online fashion industry. Authenticity and credibility emerge as crucial factors influencing consumer trust and brand loyalty. Engaging content creation by influencers proves instrumental in fostering meaningful interactions and driving consumer engagement. Strategic collaborations with influencers aligned with brand values and audience demographics are identified as effective approaches for building brand visibility and fostering consumer engagement in the digital landscape. The real implications of this research include the ability to steer more effective digital marketing practices, enhance interactions with consumers, and ultimately, improve business performance such as increased sales and the development of a loyal customer base.

Enhancing Visual and Advertising Design: Insights and Strategies for Marketers

This paper explores the pivotal role of visual and advertising design in contemporary marketing strategies. Drawing upon insights from cultural sensitivity, technological integration, process optimization, and implementation strategies, the study elucidates the multifaceted nature of design considerations in driving consumer engagement and brand loyalty. Through a comprehensive analysis, this research offers practical recommendations for marketers to optimize design strategies and maximize campaign effectiveness in a dynamic and competitive marketplace.

The Influence of Islamic Branding and Brand Ambassadors on Purchase Intention at Tokopedia

This study aimed to investigate three main objectives related to purchase intention at Tokopedia. Firstly, it examined the impact of brand ambassadors. Secondly, it analyzed the effect of Islamic branding. Lastly, it explored the combined effect of Islamic branding and brand ambassadors on purchase intention. Employing a quantitative descriptive research design, the study utilized surveys for data collection, with 91 respondents selected through purposive sampling. Analysis was conducted using IBM SPSS 20. The findings revealed several significant results: Islamic branding and brand ambassadors individually positively influenced purchase intention. Additionally, their combined effect further enhanced purchase intention at Tokopedia. These results underscore the effectiveness of Tokopedia Salam, incorporating Islamic branding, and utilizing popular brand ambassadors like BTS and BLACKPINK. Aligning branding strategies with consumer values and preferences, and leveraging influential personalities, proves pivotal in driving consumer engagement and purchase behavior on e-commerce platforms like Tokopedia. This research provides valuable insights for marketers seeking to optimize branding strategies and enhance purchase intention in online marketplaces

Does your style engage? Linguistic styles of influencers and digital consumer engagement on YouTube

As social media influencers have become a global phenomenon, brands are channeling substantial resources into influencer marketing campaigns. Researchers are keenly exploring diverse content factors that wield influence in online social spheres, including linguistic elements. However, uncertainties persist regarding their association with digital consumer engagement. To bridge this knowledge gap, our study takes a comprehensive approach to identify prevalent linguistic styles employed by social media influencers, integrating multiple linguistic variables. We collected data and audio transcripts from over 11,000 videos featuring 151 top YouTube influencers. Native language processing and automated coding were then employed to extract linguistic variables from the videos. Utilizing a data dimensionality reduction technique (t-SNE), we streamlined their complexity and categorized them to unearth patterns in linguistic style within the sample. Consequently, we proposed an original taxonomy comprising seven linguistic styles used by influencers: videos of expert advice, storytelling, intimate experiences, struggle and overcoming, motivation and guidance, coaching and mentoring, and middle-of-the-road videos. Furthermore, our study demonstrates that each linguistic style correlates with varying levels of digital consumer engagement. These findings not only enhance the existing body of knowledge on influencer marketing and social influence but also offer important insights for influencers and marketing practitioners on selecting the most effective linguistic style for content creation to drive consumer engagement.

MARKETING COMMUNICATION STRATEGY PT. GO-JEK INDONESIA IN INCREASING THE NUMBER OF CONSUMERS

This study investigates the dynamic marketing and communication strategies used by PT. Gojek Indonesia to strengthen its consumer base. As one of Southeast Asia's leading technology-based platforms, Gojek has rapidly expanded its services beyond ride-hailing to include food delivery, digital payments, and more. This research uses a qualitative approach, combining interviews, case studies, and industry analysis to dissect the multifaceted strategy implemented by Gojek. This study explores Gojek's proficient use of digital channels and social media to drive consumer engagement. By analyzing consumer behavior and preferences, the study explains how Gojek tailors its marketing messages to resonate with diverse target audiences. In addition, this study examines the role of strategic partnerships and collaborations in strengthening Gojek's market presence and attracting new consumers. Furthermore, the study explores the impact of innovative features and services introduced by Gojek, such as loyalty programs and seamless user interfaces, on customer acquisition and retention. The study identifies the critical role of data analytics in shaping personalized marketing campaigns that appeal to specific consumer segments. The findings from this study contribute to a broader understanding of effective marketing and communication strategies in technology-based service industries. The insights derived from Gojek's approach provide valuable lessons for businesses looking to navigate a competitive market and expand their consumer base through strategic marketing initiatives.

THE ROLE OF EMOTIONAL APPEAL IN MODERN ADVERTISING: A STUDY ON ROLE OF E-ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR

This study delves into the significant role of emotional appeal in modern advertising, exploring its psychological underpinnings and effectiveness in influencing consumer behaviour. The research examines how emotions are strategically used to connect with audiences, build brand loyalty, and drive purchase decisions. Through a comprehensive review of literature and case studies, the study highlights the psychological mechanisms that make emotional appeal a powerful tool in advertising. The findings suggest that emotional appeal not only enhances brand recall but also fosters long-term consumer relationships, making it a critical component of successful advertising campaigns. The digital revolution has fundamentally transformed the landscape of advertising, giving rise to e-advertisement as a powerful tool for influencing consumer buying behavior. This study investigates the role of e-advertisement in shaping consumer decisions, focusing on the elements that make digital ads effective, such as personalization, interactivity, and data-driven targeting. By analyzing consumer responses to various forms of e-advertisement, including social media ads, search engine marketing, and email campaigns, the research seeks to uncover the underlying psychological mechanisms that drive consumer engagement and purchasing decisions. The study also explores the challenges associated with e-advertising, including ad fatigue, privacy concerns, and the growing prevalence of ad-blocking software. Through a combination of qualitative and quantitative methods, the research aims to provide a comprehensive understanding of how e-advertisements influence consumer behavior, as well as strategies for enhancing their effectiveness in a competitive digital marketplace. The findings of this study will offer valuable insights for marketers and advertisers seeking to optimize their e-advertising strategies and build stronger connections with consumers in the digital age.

Luxury Brands and Social Media Drivers and Outcomes of Consumer Engagement on Instagram

This research aims to identify the factors that drive consumer engagement with luxury brands on Instagram and analyze the outcomes of consumer engagement. It will use an interpretive research philosophy, an inductive approach, a combination of secondary and primary data, a qualitative methodology, and semi-structured interviews and questionnaires to examine the drivers and outcomes of consumer engagement on Instagram with luxury brands. The results of the research suggest that luxury brands should invest in innovative and visually appealing content to appeal to their audience and create a strong brand identity. Additionally, personal characteristics such as age, gender, and income level also influence the relationship between engagement and loyalty. Future researchers should use social media analytics and data mining techniques to gain insights into customer behavior, preferences, and sentiments, and conduct longitudinal studies to examine the long-term effects of social media on relationship marketing.

THE INFLUENCE OF CELEBRITY ENDORSERS TO PROMOTE JALAN TUNJUNGAN AS LOCAL DESTINATION IN SURABAYA

Celebrity endorsers are part of today's marketing strategy. Many brands or tourist objects employ them to influence and increase sales. However, there is a limitation of study on the impact of celebrity endorsers. This study examines the profound influence of celebrity endorsements on consumer behavior, encompassing emotions, preferences, and perceived utility. Drawing upon a case study of Jalan Tunjungan, empirically, the research demonstrates the significant impact of celebrity endorsements in this specific context. The research highlights that celebrity endorsements evoke emotional responses, enhance product preferences, and amplify perceived utility, ultimately driving consumer engagement. While the Tunjungan case provides compelling evidence, further investigation is warranted to comprehend celebrity endorsements' enduring effects, particularly in consumer decision to visit Tunjungan. This study underscores the need for a more comprehensive understanding of how celebrity endorsements shape long-term consumer behavior, offering valuable insights for marketing strategies and brand management in diverse contexts.

Factors Influencing Intention to use Augmented Reality for Shopping in United States

Augmented reality (AR) technology has gained significant attention in the retail sector for its potential to enhance the shopping experience. This cross-sectional quantitative study investigates the factors influencing consumers' intention to adopt AR for shopping, with a focus on the mediating role of self-efficacy. Data were collected via an online survey from 312 individuals residing in the United States who have engaged in online shopping within the past six months. Convenience sampling was employed, and data were analyzed using structural equation modeling. The study found that perceived relative advantage, augmented quality, and innovativeness positively influence consumers' intention to use AR for shopping. Furthermore, self-efficacy emerged as a significant mediator in this relationship, highlighting the importance of consumers' confidence in their ability to utilize AR technology. These findings offer valuable insights for businesses seeking to leverage AR technologies to enhance the retail experience and drive consumer engagement. By strategically addressing these factors, retailers can unlock the transformative potential of AR and position themselves at the forefront of AR-driven retail innovation.

The Impact of Quick Commerce on Consumer Behavior and Economic Trends in India: A Systematic Review

The rapid growth of e-commerce in India, driven by technological advancementsand increased internet penetration, has significantly influenced consumer behavior and economic trends. Quick commerce (q-commerce), a subset of e-commerce focusing on rapid delivery of goods, has emerged as a significant part of e-commerce. Q-commerce's impact extends beyond convenience; it reshapes consumer expectations and behaviors. Factors such as perceived benefits, socio-demographic influences, social pressures, and ease of use drive consumer engagement. The appeal ofquick delivery, combined with secure transactions and comprehensive service quality, improves consumer satisfaction and loyalty. However, challenges such as regulatory hurdles, infrastructure limitations, and intense competition persist. Addressing these through strategic planning, innovation, and government support is crucial for sustained growth. The economic implications of q-commerce are insightful. It attracts significant investment, stimulates market expansion, and transforms retail landscapes. Despite the potential, qcommerce businesses face sustainability challenges, including high operational costs, traffic congestion, and environmental impact. This systematic review expounds how q-commerce influences consumer behavior in India, offering insights for stakeholders to navigate this continuously changing environment and take advantage of the opportunities. Understanding these changing aspects is critical for informed decision-making and maintaining a competitive edge in the rapidly evolving q-commerce sector.

Exploring the Revival of Nostalgia and Retro Waves in Contemporary Marketing and Contagious Communication Research—Taking Contagious Möbius Strip as an Example

This essay explores the resurgence of nostalgia and retro waves in modern marketing and their viral impact on contemporary brand strategy. Nostalgia has gained immense importance as both an emotion and a marketing tool. This study chose to investigate this topic due to its growing relevance in shaping consumer behavior and brand perception, seeking to understand how nostalgia can enhance brand engagement and consumer loyalty. Through two case studies, this study examines the real-world application of nostalgia marketing. The first case study analyzes the retro wave created by the popular TV series “Stranger Things” and how it skillfully employed elements from the STEPPS model (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories) to achieve successful viral marketing. The second case explores KFC China’s “Back to 1987 Prices” campaign, demonstrating how nostalgia can be leveraged on the product side to drive consumer engagement and brand affinity. The analysis dissects the strategies used in each case study, revealing the effectiveness of nostalgia in achieving viral marketing. In conclusion, this study underscores the profound significance of nostalgia marketing in contemporary brand strategies. By examining two distinct Möbius strip frameworks—Product-Based Nostalgic Marketing Möbius Strip and Media-Based Nostalgic Marketing Möbius Strip, this study unveils the enduring appeal of nostalgia in evoking consumer emotions and creating contagious marketing phenomena. Brands should grasp consumers’ emotional ties to the past to increase brand visibility, foster community, and drive long-term business growth in products and media, effectively triggering and riding the retro wave.

“Do Good and Be ‘Liked’”: CSR Messages on Social Media during COVID-19 Pandemic and Consumer Responses

This study explores the types of corporate social responsibility (CSR) messages communicated on social media during the outbreak of COVID-19 in the United States and its corresponding effects in driving consumer engagement and related psychological responses. Two studies were conducted. In Study 1, we analyzed corporations’ social media posts. We identified and compared four different CSR message types (i.e., employee-relevant CSR, community-relevant CSR, promotional CSR, and company statement) in their effects on consumers’ behavioral engagement. In Study 2, we conducted an online experiment to extend the findings of Study 1 further. Study 1 revealed that employee-relevant CSR received the highest consumer behavioral engagement among all types of CSR messages. Study 2 revealed a mediation effect of consumers’ engagement intention between the CSR message types and consumers’ brand attitudes and trust. In addition, community-relevant CSR and company statements received higher evaluations of brand attitude and brand trust.

Effects of Social Media Marketing on Consumer Buying Behavior

This study examines the effect of social media marketing on consumer buying behavior in Nepal, a typical developing country. The study used non-probability convenience sampling to survey 108 consumers and analyzed the effect of purchase intention, social network, social influence, and content marketing. Descriptive statistics, correlation, ANOVA, and multiple regression were employed for data analysis.The findings indicate that consumer buying behavior can be influenced by focusing on social network, social influence, and content marketing. The study aligns with previous research that highlights the importance of these factors in influencing consumer behavior. However, it is important to note that the literature review reveals a lack of research on the impact of social media on purchasing decisions in developing countries like Nepal. 
 The implications of this study are significant for marketers in Nepal. Firstly, marketers should prioritize social media marketing strategies to influence consumer buying behavior. Secondly, they should pay attention to building strong social networks, leveraging social influence, and creating compelling content to engage consumers. Thirdly, marketers should consider the role of purchase intention in shaping consumer behavior. Lastly, developing effective social media marketing strategies is crucial for influencing consumer buying behavior. In conclusion, this study contributes to the understanding of the effect of social media marketing on consumer buying behavior in Nepal. The findings suggest that social media marketing can influence consumer behavior, and the identified factors of social network, social influence, and content marketing play a crucial role. The study highlights the need for further research in this area and provides valuable insights for marketers seeking to leverage social media to drive consumer engagement and purchasing decisions in developing countries like Nepal.

Brands talking on events? Brand personification in real-time marketing tweets to drive consumer engagement

PurposeThis study aims to explore how brands use brand personification techniques in real-time marketing on social media, particularly Twitter, and examine how these techniques impact consumer engagement, moderated by brand-event congruence levels.Design/methodology/approachData included 464 tweets posted by 95 brands around three large events in 2019. The types of brand personification techniques and the level of brand-event congruence applied by the tweets were content-analyzed, and regression analyses were conducted to examine their linkages to consumer engagement metrics.FindingsResults confirmed the use of diverse personification techniques in brands’ real-time marketing tweets as in the previous literature. The study also revealed a new personification technique, tacit expression, not reported in previous literature. The study also showed that the overall effectiveness of multimedia-based (vs caption-based) personification techniques in increasing consumer engagement on social media was greater, but their relative effectiveness varied depending on whether or not the event was functionally congruent with the brand.Practical implicationsThe findings offer valuable suggestions to brand managers regarding prioritizing brand personification techniques and aligning brands’ social media marketing with real-time events to maximize the effectiveness of real-time marketing in boosting consumer engagement.Originality/valueThis research offers insights into the dynamic effects of different brand personification techniques in the new context of real-time marketing, extending the scope of literature on brand personification and anthropomorphism. The revelation of a new type of brand personification not captured in the extant literature is also a significant contribution.