Encouraging Consumers Research Articles

Explore the Problems and Optimization Countermeasures Existing in the Marketing Hype of the Shoes’ Business

This paper discusses the phenomenon of shoe marketing hype and its impact on consumer behavior and the market. First of all, through the development trend of social media and online platforms, the affected aspects of consumers are analyzed in this paper. Through the Nike brand, the price of limited edition sneakers has risen to a very extreme number, which discusses the reasons for this factor, including the cooperation between the spokesmen and the brand, thus causing consumers’ enthusiasm for limited edition sneakers, and analyzes the psychology of consumers. Consumer psychological factors mainly include the negative factors of the scarcity of goods. The paper emphasizes supply chain management to maintain the balance of the market and not oversaturation to ensure the scarcity of shoes and uniqueness in the market. In addition, the special commodities represented by sneakers will also be symbolic, stored, circular, and speculative, representing the uniqueness of the product online. In the end, the problems in the market are explained and optimized, and suggestions are put forward, such as advocating the concept of healthy consumption and encouraging consumers to choose products according to their actual needs rather than pursuing the value of hype.

Electrospun fibers of zein and pea protein to create high-quality fibrous structures in meat analogs.

The importance of developing plant-based meat similar to animal meat lies in the fact that sensory similarity is a crucial factor in encouraging consumers to adopt this alternative. The present study reports the morphology, hydrophilicity, and thermal analysis of different fibers obtained by the electrospinning method. In the first step of this work, zein and zein/poly(ethylene oxide) (PEO) in 80% aqueous ethanol solution with varying concentrations of these polymers were investigated. It was observed that the diameters of the electrospun fibers are related to the concentration and viscosity of the solutions. Moreover, the addition of small percentages of PEO makes the fibers more hydrophilic and leads to an increase in the polymeric solution viscosity. Because of its low toxicity, PEO is used in various edible products. In the second step of this work, an ideal zein/PEO combination was found to allow the pea protein (PP) to be electrospun. Adding PP to the zein/PEO blend (20:1) leads to a more hydrophilic fiber and improves thermal stability. The results suggest that the zein/PEO and zein/PEO/PP blends can offer an innovative solution to enhance the texture and appearance of plant-based meats. These simulated electrospun fibers can mimic the fibers in animal meat and are a potential alternative to provide a sensory experience as close to animal meat as possible.

دور الابتكار والتطوير في تحسين جودة المنتجات وزيادة رضا العملاء في شركات التأمين بالمملكة العربية السعودية

The goal of this research is to evaluate the influence of innovation and development in boosting product quality and increasing customer satisfaction in insurance firms in the Kingdom of Saudi Arabia. A quantitative technique was adopted, with a sample size of 120 persons. Data were obtained by surveys, and the replies were examined using statistical analytic methods. The findings reveal a considerable influence of product development on enhancing customer experience and boosting customer satisfaction in insurance firms in Saudi Arabia. Additionally, the results show the significance of product development in boosting internal procedures, which also leads to higher customer satisfaction inside these firms. Furthermore, the research reveals that the function of product development in boosting the efficacy of marketing activities is vital in encouraging consumer happiness in the insurance industry. Entirely, the study highlights the vital need of providing insurance solutions that not only suit the requirements of clients but also improve their entire experience. The consequences of these results are deep, as they show that a focus on product innovation may lead to increased operational efficiency and more efficient marketing techniques, which eventually lead to higher customer satisfaction levels. This research adds to the current literature by giving insights into how insurance firms might employ product development to strengthen their competitive edge in the marketplace. By understanding the link between product innovation, internal procedures, marketing effectiveness, and customer happiness, insurance businesses may develop tactics that correspond with consumer expectations and enhance overall service quality. In conclusion, this research stresses the essential importance of product development in the insurance business and its direct association with customer satisfaction in Saudi Arabia. The findings serve as a significant reference for insurance businesses trying to strengthen their product offerings and improve client interactions in an increasingly competitive climate.

K- Popfication in Viral Marketing: Increasing Brand Awareness and Purchasing Decisions of MSMEs

The K-pop phenomenon has become one of the significant global culture trends, impacting not only the entertainment industry but also various aspects of marketing. This study aims to explore the impact of K-pop elements in viral marketing strategies on MSMEs in Indonesia, especially in increasing brands awareness and consumer purchasing decisions. The sample formed of 75 respondents who were selected using purposive sampling, with criteria MSME's customers on on line shopping. Data analysis using Structural Equation Modeling (SEM) with the help of Smart PLS 4.1. The research results shows that K- Popfication has been a significant influence on increasing brands awareness and purchasing decisions. This indicates that marketing strategies that integrate elements of K-Pop culture are effective in increasing brands awareness and encouraging consumers to make purchases. In contrast, neither buzz marketing nor viral marketing showed a significant influence on brands awareness and purchasing decisions in the context of this research. These findings provide important insight that in an effort to increase visibility and sales, K- Popfication has greater potential than other marketing strategies that do not involve elements of popular culture such as K-Pop.

Be Picky: Using communication design to create a brand identity, which is designed to educate young female adults on gut health.

Using communication design to create a brand identity, which is designed to educate young female adults on gut health and encourage healthier eating. Be Picky is a healthy snack option that advocates for good gut health, by educating and encouraging consumers to make healthier food choices, all while healing their gut. In recent years, studies have shown there to be an evident decline in human gut health, due to the decrease in probiotic-rich foods present in our diets. This leads to poor life quality and a series of other health implications. However, this can be prevented with an increased intake of good bacterias and probiotics, commonly found in fermented foods such as pickles. Using digital illustration, linocut and branding exploration through communication design to create a pickle brand made to benefit your gut health, tailored to appeal to the younger female audience. This project heavily relates to my own experiences regarding gut health, and how a solution like this would greatly improve the quality of life for so many, by motivating others to improve and maintain a healthy gut.

Shaping pro-environmental behavior through CSR messaging: Insights from the norm activation model

Encouraging consumers to adopt environmentally responsible behaviors is essential for achieving sustainability goals in hospitality and tourism. Service providers can leverage the norm activation model (NAM) and anthropomorphism to activate consumers’ personal norms and motivate pro-environmental actions. While NAM has been widely applied to pro-environmental intentions in tourism and hospitality, two critical research gaps remain (i) the role of message framing valence and (ii) the influence of anthropomorphism in shaping personal norms. We conducted two experiments where participants were exposed to CSR messages framed based on positive or negative consequences and anthropomorphic vs. non-anthropomorphic depictions of the Earth. Results showed that message framing alone did not significantly influence personal norms or pro-environmental behaviors. However, when positive consequence framing was combined with anthropomorphism, the effectiveness of the messages significantly increased, leading to greater pro-environmental intentions. These findings suggest that hospitality players can enhance the impact of their CSR messages by incorporating anthropomorphism and emphasizing positive outcomes.

The Impact of Education on Consumers’ Eco-Friendly Shopping Habits towards Sustainable Purchases: Evidence from Indonesia and Taiwan

The use of disposable products has increased significantly in response to the COVID-19 pandemic. However, this surge has also exacerbated the problem of waste pollution and climate change. Although there has been some progress recently, there is still a great deal of work to be carried out to promote eco-friendly shopping habits to combat environmental pollution. Education plays a crucial role in encouraging consumers to adopt long-term environmentally friendly behaviors as part of their shopping habits. This study aims to investigate the impact of education on non-disposable product knowledge and eco-awareness, which in turn influences consumer attitudes and shapes eco-friendly concepts into their habits. In our study, we also explore the role of self-identity as a moderator in the correlation between pro-environmental attitudes and eco-friendly shopping habits. Furthermore, our research involves gathering data from participants in Taiwan and Indonesia, considering their diverse cultural backgrounds and economic statuses in the Asian region. With a sample size of 332 individuals (152 from Indonesia and 180 from Taiwan), we utilized quantitative methodology and electronic questionnaires to collect data from October to November 2023. By employing CB-structural equation modeling with SmartPLS 4, we have been able to discern the similarities and differences between Taiwanese and Indonesian consumers within the context of our research framework. Consequently, sustainable purchases promote awareness and encourage consumers to adopt more environmentally friendly habits, contributing to a broader cultural shift towards sustainability.

Carbon footprint evaluation for electric vehicles considering green electricity trading

Electric vehicles (EVs) are often seen as a symbol of environmental friendliness. However, while EVs themselves do not directly emit carbon, the electricity they rely on may still contribute to carbon emissions. It is challenging to accurately assess the environmental impact of different types of electric energy used in charging stations due to unified pricing transactions. This hinders the precise measurement of each EVs' carbon footprint. To address this issue, this paper proposes a method for evaluating the carbon footprint based on Carbon Emission Flow (CEF) and energy traceability. A carbon integral mechanism is designed based on the China Certified Emission Reduction (CCER) scheme for coupling EVs with green electricity trading. These elements are integrated into the EV carbon footprint evaluation. Furthermore, the EVs' carbon footprint is minimized to select the lowest-carbon charging path for EVs owners. The feasibility of this proposed method is verified using an example from IEEE33 which quantifies EV footprints and indirect carbon emissions within the distribution network, ultimately encouraging consumption of green electricity by EVs and promoting more environmentally friendly modes of travel.

Relationships among para-social interaction, perceived benefits, community commitment, and customer citizenship behavior: Evidence from a social live-streaming platform

Encouraging online consumers to participate in the value enhancement process of products and stimulating users to engage in spontaneous and voluntary behaviors, the so-called Customer Citizenship Behaviors (CCBs), can significantly contribute to enhancing the competitiveness of online communities. Nowadays, there has been no systematic discussion on enhancing product value through value co-creation. Based on the Social Exchange Theory (SET), and take the current new type of online community, the social live-streaming community, as the research object, this study investigates how Para-social Interaction (PSI) between users and streamers affects users' perceived benefits, whether perceived benefits are related to users' community commitment and the relationship between community commitment and CCB from the perspective of value co-creation. Three hundred and forty-seven valid samples from China were obtained using TikTok and subsequently analyzed via Partial least squares structural equation modeling (PLS-SEM). The analysis results show that PSI positively influences users' perceived benefits, and among the perceived benefits, hedonic and self-esteem benefits can positively influence users' community commitment. When users' community commitment to live-streamers exists, it can effectively incentivize users to develop CCB. Theoretically, research findings enrich the study of online community value co-creation, para-social interaction, and citizenship behavior and provide recommendations for operating social live-streaming platforms.

The Role of Circular Economy in Driving Economic Growth: Evidence from EU Countries

The transition to a circular economy has become an important topic in thinking about the sustainable future of humanity. An important and often disputed point in the academic debate on this topic is the relationship between the need to achieve constant economic growth on the one hand and the preservation and protection of the environment on the other. This paper contributes to that debate by assessing the causality of the circular and economic performances of selected countries. The analysis is based on panel data from the EU Monitoring Framework database and World Bank DataBank covering 27 European Union (EU) countries during the period 2000 to 2021. The goal is to examine the impact of circular economy indicators on gross domestic product (GDP) per capita in the EU. The research is conducted through descriptive statistics and correlation and regression analysis. The obtained results indicate a strong positive correlation between circular economy indicators and GDP per capita. Also, results revealed a positive and statistically significant impact of Resource Productivity (RP), Generation of municipal waste per capita (MWpc), and Recycling rate of municipal waste (RRMW) on economic growth (GDPpc). The conclusions can be useful to EU policymakers in formulating a strategy for improving the performance of the circular economy, but also for harmonizing that improvement with the economic performance of the member states. This particularly refers to taking measures to improve resource productivity and encouraging both producers and consumers to increase waste recycling capacity, as significant factors of economic growth.

Exploring the theory of consumer-engagement marketing: antecedents and consequences of consumers’ participative and engagement behaviours

ABSTRACT This study develops a comprehensive framework based on the theory of consumer engagement marketing. It examines the role of brand-initiated social media marketing (SMM) efforts—specifically entertainment, customisation, interactivity, and trendiness—in encouraging consumers to voluntarily contribute on social media platforms. These contributions are reflected in consumer-to-brand and consumer-to-consumer interactions, which, in turn, influence consumer engagement and online search behaviour. A theoretical model was developed and tested using survey data from 388 consumers experienced in visiting smartphone brand pages in Egypt. The data was analysed using partial least squares structural equation modelling (PLS-SEM). Findings indicate that SMM elements such as entertainment, customisation, and interactivity significantly drive consumer-to-consumer and consumer-to-brand interactions, which subsequently lead to increased consumer engagement and online search behaviour. Notably, consumer engagement behaviour fully mediates the impact of consumer-to-consumer interaction on online search behaviour. The study offers important theoretical insights and managerial implications for brands aiming to enhance consumer engagement through social media strategies.

Implementasi Strategi Influencer Marketing untuk Membangun Brand Awareness di Industri Skincare Pria

The purpose of this study is to look into how influencer marketing techniques affect brand awareness in the men's skincare market. The method used is a literature review that examines relevant literature from scientific journals, using keywords such as "Advertising," "Strategy Implementation," and "Brand Awareness." Data was collected through Google Scholar and analyzed using bibliographic annotation techniques. The results show that influencer marketing has great potential to enhance brand awareness and consumer purchase intention. The appropriate use of influencers can increase public trust and brand strength, while inappropriate influencer selection can have negative impacts. The study also emphasizes that effective influencer marketing strategies involve selecting influencers that match the product persona and using integrated and sustainable marketing strategies. Thus, companies in the men's skincare industry can utilize influencer marketing to achieve optimal results in building brand awareness and encouraging consumer purchasing decisions.

Pengaruh Kredibilitas Influencer dan e-WOM (Electronic Word of Mouth) Terhadap Minat Beli Produk Kecantikan Lokal Azarine Cosmetic

The high number of Instagram users in Indonesia makes companies work with influencers to reach a wider audience, one of which is the beauty brand Azarine Cosmetic. Influencers are one of the factors contributing to increased product sales and forming positive e-WOM. This study aims to investigate how the role of influencer credibility and electronic word of mouth in increasing interest in buying local beauty products Azarine Cosmetic in Karawang. This research used quantitative approach and the data was analyzed by SEM-PLS. Followers of the @azarinecosmeticofficial Instagram account became the population and non-probability sampling techniques were used to sample 384 respondents. Data collection through questionnaires with google form and the use of SmartPLS 4 software to analyze data. The findings prove that the influencer credibility variable on e-WOM influences positively and significantly the e-WOM variable as well as influencer credibility influences positively and significantly in encouraging consumer interest in buying Azarine Cosmetic cosmetic products.

Gratitude: A catalyst for encouraging consumer ethics

Firms desire ethical consumers, as unethical consumer behavior can adversely affect a firm’s bottom line. We theorize and empirically examine how trait and state gratitude influence consumer ethics, above and beyond traditional mechanisms (e.g., mindfulness). Using diverse methodologies, samples, and operationalizations of consumer ethics across four studies, this work demonstrates gratitude’s ability to motivate consumer ethics out of concern for others. Study 1 utilizes survey methodology and reveals trait gratitude’s linkage to consumer ethics through concern for others. Next, using an experiment to measure actual ethical choices, Study 2 shows that consumers scoring higher on trait gratitude prefer ethical brands, which is mediated by a concern for others. Then, using scenario-based experiments to examine state gratitude, Studies 3a and 3b demonstrate that firms can encourage ethical consumer behavior by eliciting consumer gratitude and, in turn, a concern for others. Collectively, empirical evidence suggests gratitude’s powerful influence on consumer ethics.

THE IMPACT OF E-COMMERCE LIVE STREAMERS' PROFESSIONALISM ON CONSUMERS' PURCHASING INTENTIONS

In the digital age, e-commerce livestreamers have notably impacted consumer purchasing behavior. This study investigates how their professionalism affects consumers' purchase intentions, focusing on the mediating role of perceived value and the moderating role of virtual touch. We collected the data from 559 consumers using a questionnaire survey and analyzed it using structural equation modeling and multiple linear regression. The findings reveal that e-commerce livestreamers’ professionalism significantly enhances consumers' purchase intentions and perceived value. Perceived value, in turn, positively impacts purchase intentions. Moreover, perceived value mediates the relationship between livestreamers' professionalism and purchase intentions, while virtual touch positively moderates the link between professionalism and perceived value. This study demonstrates that livestreamers’ professionalism directly boosts consumers' purchase intentions and indirectly does so by increasing perceived value. Additionally, virtual touch strengthens the positive effect of livestreamers’ professionalism on perceived value, further encouraging consumer purchasing behavior. This research enriches the theoretical foundation of consumer behavior in e-commerce and offers practical insights for e-commerce platforms and livestreamers.

Encouraging prosocial consumer behaviour: A review of influencer and digital marketing literature

AbstractProsocial consumer behaviours, or actions taken by consumers intended to benefit others, are essential for society's stability. Thus, marketers need to systematically develop strategies that promote such intentions among consumers. Influencer marketing is a particularly effective strategy. We systematically review and propose how to encourage prosocial consumer behaviour, depending on consumers' capability, opportunity, and motivation. In Study 1, a scoping review of 15 articles on influencer marketing encouraging prosocial consumer behaviour yields a research map that confirms the relevance of influencer marketing in encouraging such behaviour. In Study 2, a bibliometric review of 867 articles on prosocial consumer behaviour results in a keyword map that identifies critical factors influencing prosocial consumer behaviour. The findings offer future research directions on influencer marketing to encourage prosocial consumer behaviour. More importantly, we propose practical digital interventions for encouraging prosocial consumer behaviour. This research provides a state‐of‐the‐art overview of prosocial consumer behaviour and illustrates how influencer marketing can promote prosocial consumer behaviour.

Interaksi Media Sosial Terhadap Niat Beli Merek Produk Fashion Lokal ‘Erigo’: Pengaruh Kredibilitas Sumber, Homofili Sumber, Dan Kualitas Konten Sebagai Variabel Mediasi

The purpose of this research is to analyze the factors influencing social media interaction regarding the purchase intention of the local fashion brand Erigo. The methodology employed in this study utilizes a quantitative approach with purposive sampling techniques. The criteria for respondents in this research are active Instagram users from the millennial and Generation Z cohorts, aged 19-36, residing in Indonesia. The valid number of respondents is 150. Data processing is carried out using the PLS-SEM method. The variables examined in this study include social media interaction, source credibility, source homophily, content quality, and purchase intention. The findings of this research indicate that social media interaction has a positive influence on source credibility, source homophily, and content quality. Source homophily and content quality positively affect purchase intention. However, source credibility does not have a significant impact on purchase intention. The results of this research are expected to assist companies and marketers in developing more intimate relationships with consumers and encouraging consumer intent to purchase through social media interaction.

패키지디자인의 미니멀리즘 표현 속성이 소비자의 감성 지각에 미치는 영향 연구

In fierce market competition, product package design is one of the important means for companies to gain market share. Various expressions used in package design play an important role in creating emotional sympathy among consumers and encouraging consumption. Among them, minimalist design expression expresses images or objects with a basic structure, immediately recognizes the essence of the form, emphasizes, and minimizes it, making it easier to understand and accept. Furthermore, it enables form recognition that allows one to feel emotional autonomy by acquiring and performing playful functions. Accordingly, this study focused on studying the impact of minimalist expression attributes in package design on consumers' emotional perception. Through previous research and case analysis, the expressive properties of minimalism are summarized as 'simplicity and clarity' as formative elements and 'symbolism and environmentality' as semantic elements, and at the same time, according to the consumer PAD three-dimensional emotional model, emotional perception The dependent variables were set as ‘pleasure, arousal, and dominance.’ As a result of the analysis, it was found that in minimalism, the attributes of clarity expression all had a positive effect on consumers' pleasure, arousal, and dominance. In addition, it was found that the use of environmentality had a positive effect on consumer arousal and dominance. It should be noted that simplicity and symbolism play a positive role in stimulating consumer interest, but their impact on consumer arousal and dominance is not significant. This study fills in and verifies the research gap on minimalist expression in package design to a certain extent, making the study of a PAD consumer emotion 3D model richer and exploring the expression attributes of minimalism from a new perspective.

The Impact of Monetary Policy, Inflation Rates, and Foreign Direct Investment on Economic Growth in Developing Countries

This study explores the intricate relationships between monetary policy, inflation rates, and foreign direct investment (FDI) and their collective impact on economic growth in developing countries. Utilizing a comprehensive review of existing literature, this research aims to provide a nuanced understanding of how these macroeconomic factors interact to influence economic development. Monetary policy, often implemented through adjustments in interest rates and money supply, is critical in shaping economic stability and growth. The study reveals that effective monetary policy in developing countries can stimulate economic activity by fostering an environment conducive to investment and consumption. However, the impact of such policies is contingent upon the stability and credibility of the governing institutions, which are often variable in developing regions. Inflation rates, which reflect the general rise in price levels, were found to have a complex relationship with economic growth. Moderate inflation can stimulate spending and investment by reducing the real burden of debt and encouraging consumption. In contrast, high inflation can erode purchasing power and deter both domestic and foreign investment, thereby stifling growth. This study underscores the importance of maintaining inflation within a manageable range to support sustainable economic growth. Foreign direct investment is identified as a key driver of economic development, providing capital, technology transfer, and employment opportunities. The research highlights that FDI can significantly enhance economic growth by supplementing domestic capital, improving infrastructure, and fostering industrial diversification. However, the benefits of FDI are maximized when complemented by stable economic policies and a favorable investment climate. In conclusion, the interplay between monetary policy, inflation, and FDI is crucial in shaping the economic trajectories of developing countries. The study suggests that balanced and coherent policy frameworks are essential to harnessing these factors for sustained economic growth. Future research should explore country-specific dynamics to better understand the differential impacts across various developing economies.

Social network research and meat reduction – An overview of research directions and results from a study in Denmark

Reducing the current level of meat consumption would reap significant environmental benefits. However, a consumer transition towards more plant-rich eating is lagging, and the social sciences have had limited success in understanding behavioural change in this area. Here, we advocate a research agenda focussing on the role social networks could play in encouraging consumers to eat less meat. We present main research directions in social network theory and highlight the distinction between simple and complex behavioural domains of which food and eating practices are an example of the latter. To illustrate one way in which social network insights can contribute to meat reduction research, we then present results from a questionnaire-based study of Danish consumers. We examine the association between an individual's personal network and reduced meat consumption. In line with assumptions, we show that, for a complex domain such as food and eating practices, exposure from multiple network sources is central to behavioural adoption. However, multiple network exposure is predominantly important for the initial decision to eat less meat. A narrower network of personal contacts become more central during the implementation stage. We end by outlining future research directions for social network research regarding meat reduction.