Consumer Engagement Research Articles

From Preference to Priority: The Surge in Demand for Organic Foods

This study examines the evolving perceptions of organic food consumption across three phases: Pre-COVID, during COVID, and Post-COVID. It explores the impact of the pandemic on consumer behavior and preferences by leveraging data from over 600,000 interactions on platforms such as Twitter, Facebook, YouTube, and online forums. Using Latent Dirichlet Allocation (LDA) and perceptual map scoring, this study identifies key trends and drivers shaping consumer choices, and provides a detailed comparison of attitudes during these critical periods. Key theoretical frameworks underpin this analysis. The Health Belief Model (HBM) explains how perceptions of health benefits and risks influenced the shift toward organic foods, particularly during the pandemic when health consciousness peaked. Similarly, the Protection Motivation Theory (PMT) highlights the role of perceived threats, such as chemical exposure in conventional foods, in driving consumers to prioritize organic options for their safety and health benefits. Furthermore, the Diffusion of Innovations Theory (DOI) underscores the role of social media in spreading awareness and encouraging adoption of organic food trends, amplifying consumer engagement during and after the pandemic. The findings reveal a significant surge in the demand for organic foods during the pandemic, driven by heightened health concerns and a desire to support local agriculture and sustainable practices. In the Post-COVID era, these changes reflect a lasting consumer commitment to health and environmental responsibility. This study offers valuable insights for policymakers, marketers, and producers, emphasizing the importance of adapting strategies to meet evolving consumer expectations in a more health-conscious and sustainability-focused market.

Watt's in it for you? Unpacking the role of renewable energy cooperatives in the Netherlands in energizing consumer engagement

Watt's in it for you? Unpacking the role of renewable energy cooperatives in the Netherlands in energizing consumer engagement

Green marketing and sustainable consumer behavior in Jordan: Advancing SDGs through localized strategies and environmental awareness

This study focused on the investigation of the green marketing influence on sustainable customer behavior by looking at how it can affect purchase intention, customer loyalty and brand reputation regarding problems such as water scarcity and limited natural resources in Jordan. The study conducted a questionnaire on 672 Jordanian consumers to assess environmental consciousness in relation to their attitudes toward localized green marketing strategies, focusing more on the moderating influence of product pricing and cultural values. Green marketing significantly predisposes the intention to buy and brand loyalty. Conversely, high product price is a prohibitive factor for the adoption of green products. Consumers across higher education and income strata are more receptive to green products. Cultural values and environments amplify the effectiveness of this green marketing. Local market-oriented green marketing strategies dealing with specific environmental challenges and socio-economic factors are supportive of sustainable consumer behavior. Attention is given to these two main priorities increasing affordability and cultural alignment to overcome such barriers. Businesses and policymakers can use these insights to craft effective green marketing strategies. Subsidies, cost cuts, and culturally aligned campaigns can enhance consumer engagement and sustainability in Jordan.

Demographic and mental health characteristics of individuals in the NSW Housing and Accommodation Support Initiative (HASI), Community Living Supports and HASI Plus.

To investigate the demographic characteristics associated with mental health recovery measures among individuals accessing the Housing and Accommodation Support Initiative (HASI) program over a 19-year period. This was a retrospective cohort study conducted from January 2004 to October 2023. The Camberwell Assessment of Need Short Appraisal Schedule (CANSAS) and Recovery Assessment Scale (RAS) were used as measures of mental health recovery. A total of 2350 people with an average age of 42 years old were included. Female accounts for 46.0% of the total. The proportion of unmet needs in the CANSAS reduced from a median of 33.3% of the first follow-up to 5.8% in the 20th follow-up. The average RAS scores were above three, indicating agree and strongly agree in all domains and improved in each follow-up. First Nations were associated with higher unmet needs in 'psychotic symptoms', 'safety to others' and 'transport' CANSAS domains, and LGBTI had reduced RAS scores in all domains. HASI program engagement is associated with the reduction of unmet needs and improvement of the recovery of individuals with severe mental illness. Age, sex, gender, LGBTI, First Nations and country of birth were associated with changes in the CANSAS and RAS outcomes.

"The Influence of Fear of Missing Out (FOMO) as a Mediating Variable between Beauty Influencers and Brand Image on Purchase Intention for Wardah Products in Malang City"

The digital era has significantly transformed consumer behavior, particularly in the beauty industry. This study aims to analyze the mediating effect of Fear of Missing out (FOMO) between beauty influencers and brand image on purchase intention for Wardah skincare products in Malang. Using a quantitative approach and survey method, data were collected through structured questionnaires from 160 respondents selected using simple random sampling. The variables examined include beauty influencer attributes (trustworthiness, expertise, attractiveness), brand image dimensions (brand function, attitude, impression, trust), FOMO aspects (fear, anxiety, worry), and purchase intention (exploratory, transactional, preferential). The results indicate that beauty influencers significantly influence FOMO and brand image. FOMO serves as a mediator, strengthening the relationship between beauty influencers and brand image on purchase intention. FOMO as a mediating variable is the most influential finding because it strengthens the relationship between other variables (beauty influencer and brand image) to purchase intention. FOMO acts as a bridge that connects psychology-based marketing strategies with real results in the form of increased purchase intention. Positive brand image and emotional appeal created through influencers effectively enhance consumer willingness to purchase products. This study concludes that integrating consumer psychology-based strategies, such as leveraging FOMO and collaborating with influencers, can enhance the effectiveness of marketing campaigns. The practical implications of this study highlight the importance of optimizing influencer roles to foster consumer engagement and strengthen the brand image of local products like Wardah. These findings provide strategic insights for the beauty industry to develop more relevant marketing approaches that align with consumer needs in the digital age.

Consumer perceptions of AI chatbots on Twitter (X) and Reddit: an analysis of social media sentiment and interactive marketing strategies

PurposeThis study investigated consumer perceptions of AI chatbots focusing on sentiment analysis across Twitter (X) and Reddit during ChatGPT3 through ChatGPT4 launches. It identifies user sentiments: positive, negative, or neutral and explores their impact on chatbot deployment in interactive marketing. The goal was to understand consumer engagement dynamics and provide insights for enhancing marketing strategies and consumer interactions with chatbots.Design/methodology/approachUsing sentiment analysis, this research examined the nature and scope of discussions surrounding AI chatbots. This methodological approach allowed for a nuanced understanding of the predominant sentiments: positive, negative, or neutral, expressed by users providing insights into consumer engagement and interaction patterns.FindingsThe findings reveal a diverse range of consumer sentiments toward ChatGPT 3, reflecting varying degrees of acceptance and skepticism. These varied sentiments are crucial for organizations in shaping their interactive marketing strategies, particularly in how they deploy chatbots for consumer engagement and brand interaction.Practical implicationsTrust and positive sentiment toward ChatGPT, particularly on platforms like Twitter and Reddit, suggest it is becoming part of everyday life. However, concerns about its impact on human jobs and the lack of emotional intelligence persist. Users still weigh the benefits and drawbacks of ChatGPT, with negative and neutral sentiments reflecting these worries. For interactive marketers, this presents an opportunity to differentiate through human interaction in customer-facing roles. Addressing the risks and ethical concerns of AI, marketers can better engage consumers and refine strategies for future chatbot deployments, ensuring AI enhances rather than detracts from the customer experience.Originality/valueThis paper makes a unique contribution to the existing literature by demonstrating how consumer perceptions, rather than mere acceptance, directly influence the strategic use of AI chatbots in interactive marketing. By focusing on perceptions, this study offers deeper insights from social media sentiment analysis that can refine marketing campaigns and enhance consumer engagement with emerging technologies in the digital landscape.

Situational Context Analysis of tourists’ eWOM Engagement: The Moderating Effects of Hotel Star Category and Review Site Use Intensity

ABSTRACT Based on interactional psychology theory, this study explored the moderating effects of hotel star category and hotel review site use intensity on two antecedents of consumer engagement with electronic word of mouth (eWOM): organizational review site competence (ORSCP) and organizational review site commitment (ORSCM). Data were collected from a cross-national sample of 443 hotels and analyzed using partial least-squares methods. The results confirm that ORSCP and ORSCM affect customers’ eWOM engagement. The findings also include that the hotel star category and the use intensity of hotel review sites have a moderating effect on the ORSCP – ORSCM relationship but not on these two variables’ connection with consumer eWOM engagement. This research thus ascertained that a complex relationship exists between hotels’ management of social networking sites and customers’ eWOM engagement, which has implications for hotel marketing specialists.

Exploring the Impact of Social Media on Entrepreneurial Branding: Small and Medium Enterprises in Lembang, Indonesia

This study aims to analyze the impact of social media on entrepreneurial branding in the Lembang area, West Bandung, focusing on 10 (ten) business units that use social media platforms to build their brand image. In today’s digital era, social media plays an increasingly important role in marketing strategies, allowing entrepreneurs to increase consumer engagement and expand market reach. Through a quantitative approach, this study uses simple linear regression analysis to identify the relationship between the intensity of social media use and the strength of branding perceived by consumers. Data were collected through surveys filled out by business owners and consumers who engage with the brand on social media. The results show that the use of social media has a significant influence on entrepreneurial branding and contributes to strengthening entrepreneurial branding. Several recommendations are given to small and medium business actors in utilizing social media to strengthen their brand image.

Pengaruh Pengalaman Merek, Kepercayaan dan Kepuasan dalam Membangun Merek: Loyalitas; Sebuah Penelitian Empiris Tentang Merek Kosmetik Ramah Lingkungan

The purpose of this study is to analyze the impact of brand experience, brand trust, and brand satisfaction on brand loyalty for environmentally friendly cosmetic products, with a focus on consumers who have purchased and used the product. This research employs a quantitative approach with purposive sampling techniques, involving 200 respondents. Data collection was conducted using a questionnaire that assessed aspects such as brand experience, satisfaction, trust, and brand loyalty. The analysis method used is Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software. The results indicate that brand experience, brand trust, and brand satisfaction have a positive and significant effect on brand loyalty, with a significance value of 0.000 (p < 0.05). These findings provide valuable insights for marketers to strengthen brand loyalty by enhancing positive brand experiences, maintaining product communication transparency, and increasing consumer engagement through social media and loyalty programs.

Innovating for a Sustainable Future: Bridging Ethics, Sustainability, and Consumer Engagement

Innovating for a Sustainable Future: Bridging Ethics, Sustainability, and Consumer Engagement

Easing AI-advertising aversion: how leadership for the greater good buffers negative response to AI-generated ads

The advertising industry is being reshaped by artificial intelligence (AI), offering innovation and efficiency in ad creation but also triggering consumer scepticism. This research examines consumer perceptions of AI-generated ads and their impact on consumer brand perceptions, highlighting strategies to mitigate negative reactions. Specifically, the role of responsible leadership, or leadership for the greater good, is explored as a means to counter adverse effects. Through four studies, the findings reveal that signalling AI usage in advertising can heighten negative reactions, but brands perceived as committed to the greater good can mitigate these effects. By demonstrating responsible leadership, brands can reduce negative consumer responses and improve the acceptability and effectiveness of AI-generated ads. This research offers valuable insights into navigating the challenges of AI in advertising while fostering positive consumer engagement.

Perceived blockchain-related information transparency and organic food purchase intention: an extension of the theory of planned behaviour with the moderation role of blockchain-based trust

PurposeThe current study aims to investigate the impact of perceived blockchain-related information transparency on consumers’ intention to purchase organic food. This study examines how perceived blockchain- related information transparency, directly and indirectly, affects purchase intentions through attitudes, perceived behavioural control and subjective norms. Additionally, the study explores how blockchain-based trust moderates the influence of perceived blockchain-related information transparency on these factors and the intention to purchase organic food.Design/methodology/approachBased on the theory of planned behaviour framework and a sample of 5,326 consumers, this study uses partial least squares structural equation modelling to test the research model.FindingsThis study finds that perceived blockchain-related information transparency directly enhances consumers’ attitudes towards organic food purchase, perceived behavioural control, subjective norms and intention to purchase organic food. Additionally, perceived blockchain-related information transparency indirectly affects consumers’ intention to buy organic food through three antecedents of the theory of planned behaviour model. Notably, these indirect effects were moderated by consumers’ blockchain-based trust.Practical implicationsThis study provides recommendations for leveraging blockchain to enhance transparency and build trust, which could boost consumer engagement and organic food purchases.Originality/valueThis research contributes to blockchain literature by empirically examining the role of perceived blockchain-related transparency and blockchain-based trust in consumers’ purchasing decisions regarding organic food. It provides valuable insights into the consumer-centric benefits of blockchain technology. Furthermore, this study also contributes to the literature on organic food, particularly its promotion through blockchain technology.

TRANSFORMATIONAL OR INFORMATIONAL HOLIDAYS? AN ANALYSIS OF THE MESSAGE STRATEGIES FOR TECHNOLOGY BRANDS IN ROMANIA

In today’s digital landscape, social media platforms, particularly Facebook, play a pivotal role in shaping consumer-brand interactions, especially in high-interest sectors such as the smartphone market in Romania. This study investigates which message strategies are associated with higher levels of user engagement on the Facebook pages of two leading smartphone brands, Samsung and Xiaomi. The research explores the dynamics between messaging strategies (informational and transformational) and user engagement, providing insights into the digital advertising strategies adopted by these brands during the crucial holiday shopping season. The findings suggest that the informational dimension, notably ration message strategy, generated different types of engagement. In particular, ration led to higher levels of sharing than ego. Furthermore, regarding reactions, ration resulted in greater engagement than ego, routine and sensory. This research contributes to understanding digital consumer engagement and provides valuable insights for marketers seeking to optimize social media strategies in the competitive smartphone market.

Sustainable digital marketing practices and consumer brand engagement – a brand reputation mediation investigation

ABSTRACT As consumer and regulatory pressures mount, brands are increasingly using digital channels to communicate their sustainability commitments. However, research on sustainable digital marketing (SDM) is still limited, and there is insufficient scholarly understanding of how integrated SDM strategies influence brand reputation and consumer engagement. This study is grounded in a multidimensional framework and defines SDM through key dimensions: transparency, ethical products, social and environmental impact, consumer education, and stakeholder engagement. It tests these dimensions to assess their effects on brand outcomes. Survey data were collected from 1,158 consumers across various geographical regions worldwide, providing a diverse sample to validate the findings. The results reveal significant positive direct effects of four SDM dimensions – transparency, ethical offerings, social impact, and stakeholder engagement – on brand reputation. This reputation, in turn, mediates positive indirect effects on consumer engagement. Interestingly, consumer education initiatives did not have a similar impact on brand reputation, indicating potential challenges in translating knowledge into consumer engagement. Overall, the integrated SDM construct positively predicts both brand reputation and consumer engagement, highlighting a synergistic relationship between sustainability efforts, reputation, and consumer engagement. These insights provide actionable guidance for both academic researchers and industry stakeholders.

The Influence of Short-Form Video Content on Consumer Engagement: A Study of Emerging Trends in Digital Marketing

The Influence of Short-Form Video Content on Consumer Engagement: A Study of Emerging Trends in Digital Marketing

Understanding Value Creation And Appropriation In A Disruptive Narrative: The Uk Ev Sector

This study explores the dynamics of value creation and appropriation in the emerging UK electric vehicle (EV) market through the technological, regulatory, economic, and consumer demand factors. The research further explores correlations between R&D expenditures, patent activity, and market variables specific to the UK with support through Porter’s Value Chain, the Invention-Based View with Teece’s Appropriability Framework, and Disruptive Innovation Theory. Findings show that innovation creates value on an international scale; however, it does not necessarily impact the UK’s immature market share. Tesla’s open-portfolio strategy suggests that pushing for market maturation, mixed with strategic infrastructure development and consumer engagement, is crucial to drive long-term value appropriation. The study concludes that aligning innovation with market readiness and regulatory frameworks is key to fostering a sustainable and competitive EV industry. While global innovation sets a foundation, the UK market requires targeted strategies to overcome its dependency on incentives and limited infrastructure. This research provides actionable insights for professionals and policymakers, emphasizing the importance of infrastructure investment, regulatory clarity, and consumer-focused initiatives to achieve a sustainable transition toward a matured UK EV market.

The Role of Artificial Intelligence in Enhancing Customer Repurchase Intention

The purpose of this study is to investigate the role of consumer engagement on social media and conversion rate optimization in mediating the relationship between artificial intelligence technology and repurchase intention, where customer habit is as a moderator. This study also determines how artificial intelligence technology integrated social media sites affect consumers' intentions to repurchase as well as to improve the understanding of established variables. Moreover, this study is conducted on the international sportswear brands and to evaluate the hypothesized relationships, the data was collected using Google Forms from 496 respondents who buy from these brands. Furthermore, the study was cross sectional in nature. The data was analyzed using Smart PLS to test the hypotheses. Results of the study show that artificial intelligence technology positively and significantly affects repurchase intention through consumer engagement and conversion rate optimization. Furthermore, customer habit has been found to be a moderator between consumer engagement on social media and repurchase intention with the positive correlation. Results also showed that artificial intelligence technology significantly affects repurchase intention with positive correlation. The findings reveal that brands should focus on integrating artificial intelligence technology in their networking sites to understand the consumer needs and wants. Conclusion, limitations of the study, future research and managerial implications were also included in the study.

Strategies of Local Fashion Brand to Build Prestige and Pride Through International Campaigns, Supporting SDG 8 with Innovation and Entrepreneurship

Objective: This study examines how an Indonesian local fashion brand, leverages international promotional strategies to build brand pride among local consumers. Specifically, the objectives are: (1) examine how an Indoet nesian local fashion brand, utilizes international promotional strategies and a multi-platform marketing ecosystem to build brand pride among local consumers, and (2) analyze the role of social media marketing in complementing offline promotions to enhance local consumer engagement. Theoretical Framework: Drawing on Digital Ecosystem Theory, this study explores the integration of digital and offline channels in Erigo’s marketing approach to foster prestige and exclusivity. Method: A qualitative approach was adopted, utilizing systematic non-participant observation of Erigo’s social media and e-commerce platforms from 2021 to 2024, focusing on international campaigns and engagement strategies. Results and Discussion: Findings indicate that Erigo effectively fosters perceptions of prestige and exclusivity among local consumers through strategic participation in global events, collaborations with influencers and celebrities, exclusive product launches, giveaways, limited-edition items, live shopping, and trend-jacking content. These strategies not only strengthen brand engagement but also support Sustainable Development Goal (SDG) 8 by promoting economic growth and local entrepreneurship. Research Implications: This research expands Digital Ecosystem Theory by demonstrating how local fashion brands can strategically integrate multi-channel promotional activities through a deep understanding of consumer culture and local engagement to build brand pride. Originality/Value: The study presents a novel model and offers actionable insights for local brands seeking to compete with international brands while maintaining local market relevance, ultimately strengthening their market position.

Neuroeconomics and Neuroenvironment in Chimborazo Markets: Post-Pandemic Consumer Behavior

Objective: The study aimed to analyze the influence of neuroeconomics and neuroenvironment on consumer behavior in the markets of Guano, Ecuador, during the post-pandemic period. The primary focus was on understanding how these factors affect purchasing decisions in local gastronomic businesses, particularly in the context of the economic and social changes brought about by the COVID-19 pandemic in the region. Method: Method: The research employed a mixed-methods approach combining quantitative and qualitative methodologies. Using a finite population formula, a sample size of 382 consumers was calculated from a total population of 42,851 residents. The study utilized advanced eye-tracking technology to measure visual attention and consumer behavior, complemented by in-depth interviews and focus groups. Data collection was conducted through simple random sampling, and statistical analysis was performed using SPSS software, with Chi-squared tests employed for hypothesis testing to evaluate the relationship between neuroeconomic factors and consumer behavior. Results and Discussion: The analysis revealed a significant correlation between neuroeconomics, neuroenvironment, and consumer behavior, with a statistical significance of p-value = 0.000. The study identified key emotional responses including joy, trust, and curiosity, with biosafety and cleanliness emerging as primary factors in building consumer trust. Customer service quality and appropriate ambient music generated positive emotional responses, while eye-tracking data demonstrated varying levels of consumer engagement with brands. Interestingly, certain aspects of market decoration were found to induce negative emotions such as sadness. These findings conclusively validated the hypothesis that neuroeconomics and neuroenvironment significantly influence purchasing decisions in Guanese markets. Research Implications: The study's findings provide crucial insights for traders and marketers to enhance consumer experiences in post-pandemic market environments. The research emphasizes the importance of prioritizing biosafety and cleanliness measures, maintaining product variety to stimulate consumer curiosity, and creating engaging market environments. These insights offer valuable guidance for developing effective marketing strategies adapted to post-pandemic consumer behavior, particularly beneficial for local businesses adapting to new market dynamics and consumer expectations. Originality/Value: This research pioneers the examination of post-pandemic consumer behavior in Chimborazo markets using neuroeconomics and eye-tracking technology, offering valuable insights for local businesses adapting to new market dynamics and contributing to the understanding of consumer behavior during crisis periods.

Co-creation dynamics in tourism and hospitality: a horizon 2050 paper

Dinámicas de cocreación en el turismo y la hostelería: Un documento de horizonte 2050ResumenPropósitoLa evolución de la cocreación refleja el cambio de un enfoque centrado en la empresa a otro centrado en el usuario y en la colaboración. Este estudio explora los beneficios de la cocreación, sus posibles inconvenientes y sus implicaciones para la industria del turismo y la hostelería, con el fin de ayudar a enmarcar la evolución del concepto y comprender su importancia para la personalización y adaptación de las experiencias turísticas.Diseño/metodología/enfoqueEste estudio conceptual presenta un marco holístico de cocreación que abarca diversos formatos de cocreación identificados a lo largo del tiempo. Para ello, utiliza como técnicas el análisis bibliométrico y el análisis temático potenciado por herramientas de inteligencia artificial.ResultadosLa cocreación ha evolucionado de las interacciones básicas entre turistas y proveedores a procesos sofisticados impulsados por la tecnología. El artículo propone un marco orientado al futuro que guía la investigación académica y las aplicaciones prácticas, esbozando áreas clave de innovación y crecimiento sostenible en los sectores del turismo y la hostelería, y demostrando cómo la cocreación fomenta la innovación, mejora la participación de los consumidores y aborda los desafíos de la sostenibilidad.Implicaciones prácticasEl estudio ofrece recomendaciones prácticas para que las empresas turísticas aprovechen la cocreación para ofrecer servicios hiperpersonalizados, sostenibilidad y participación de la comunidad. Hace hincapié en el papel de las tecnologías emergentes en la configuración de experiencias turísticas innovadoras e inclusivas.Implicaciones socialesLa investigación promueve prácticas de cocreación sostenibles y éticas, subrayando la importancia de la inclusión, la preservación cultural y el empoderamiento de la comunidad en el desarrollo turístico.OriginalidadEsta reflexión, basada en un análisis bibliométrico y de inteligencia artificial, ayuda a proyectar los futuros desarrollos de la cocreación, identificando nuevas áreas de investigación y vías para desarrollar nuevas teorías y modelos que expliquen los procesos y resultados de la cocreación e integren con éxito la cocreación en las ofertas turísticas.