Implications For Marketers Research Articles

Living an Immersion Experience: Are First-Person Narratives Always Effective for Potential Travelers?

ABSTRACT Video blogs (or vlogs), which are gradually becoming the mainstream way for young people to record their travels during the COVID-19 pandemic, are convenient for introducing a travel destination through a selfie or a first-perspective long shot. This study investigates how narrative perspectives influence advertising effects, and explores the moderating effect of tourists’ affective risk perceptions. Two experimental studies were conducted to test the proposed hypotheses. Study 1 investigates the relationship between narrative perspectives, media types, and advertising effects. The results show that the media type acts as a moderating variable, affecting the advertising effects produced by different narrative perspectives. Study 2 indicates that affective risk perceptions have a mediating effect between narrative perspectives and advertising effects, and epidemic prevention measures have a moderating effect between narrative perspectives and affective risk perceptions. The research findings provide theoretical and managerial implications for online marketing of tourism in the context of the pandemic.

How streamer credibility affects viewers’ willingness to pay for online games: a social identity perspective

PurposeThis paper proposes a structural model that explores the relationship between game/esports streamers’ credibility dimensions and viewers’ willingness to spend money (WTP) on online games. The study seeks to uncover the underlying mechanisms in this relationship by drawing on the source credibility model, social identity theory and S-O-R framework.Design/methodology/approachThe study utilized an online survey conducted through Qualtrics survey software to validate the proposed framework. The sample (N = 612) consisted of viewers of a Turkish esports live streamer with a substantial following on both Twitch and YouTube. The main research framework was tested using AMOS 22, and the serial mediation analyses were done using Process v3.0 on SPSS.FindingsThe findings of this study are significant, revealing that streamer credibility (SC) factors – trustworthiness, attractiveness and expertise – have a profound impact on the response variables purchase intention (PI) and WTP through streamer identification (STI). Moreover, the study uncovers that the time spent watching the streamer significantly influences WTP for games, a crucial insight for the gaming industry.Practical implicationsBy bridging the realms of social identity theory and the source credibility model within the context of game streaming, this study charts new territory in understanding the intricate web of factors shaping consumer behaviour in live-stream gaming environments. It highlights the multifaceted nature of viewer-streamer interactions and their implications for marketers and industry stakeholders seeking to navigate the expanding landscape of live stream commerce.Originality/valueThis paper offers a novel structural framework that synthesizes multiple perspectives to investigate the relationship between esports streamers’ credibility and viewers’ spending behaviour. By incorporating concepts from the source credibility model, social identity theory and S-O-R framework, the study not only expands upon existing theories of identity in the streaming domain but also provides a comprehensive understanding of the factors influencing consumer behaviour in online gaming environments.

Cognitive and non-cognitive skills effect on labour market outcomes: a systematic review with implications for the African labour market

Cognitive and non-cognitive skills effect on labour market outcomes: a systematic review with implications for the African labour market

EXPRESS: How stable are taste-shape crossmodal correspondences over time?

The present research investigates the stability of taste-shape crossmodal correspondences (that is, how people non-randomly associate tastes and visual shapes, such as sweetness matched to roundness) over time, exploring the temporal dimension of crossmodal interactions. While previous research has established the existence of various taste-shape crossmodal correspondences, this study addresses their consistency over time through a test-retest paradigm. Drawing parallels with the concept of synesthesia, in which stability is used as a criterion, the research focuses on taste-shape associations, a domain not previously explored for temporal stability. Participants rated the perceived curvature and symmetry that they associated with taste words (sweet, umami, sour, salty, and bitter) and their liking of tastes and shapes. The same participants performed this task three times over a two-week period. The results consistently replicated previous findings, revealing that sweet tastes were perceived as significantly more curved and symmetrical than other tastes, and umami was rated as more curved and symmetrical than sour, salty, and bitter tastes. Notably, the study found moderate-to-substantial test-retest reliability for the majority of the taste-shape correspondences, indicating robust stability over time. Analyses suggested that differences in assessments between test and retest sessions were primarily due to random error, with no systematic biases. However, a small subset of participants showed significant differences from other participants in their associations, particularly for umami-related correspondences. This research contributes to our understanding of taste-shape correspondences by demonstrating their temporal stability, offering insights into the dynamics of taste, curvature, symmetry, and liking. We posit that consistency might be used as a criterion supporting the existence of a given crossmodal correspondence. The findings have implications for product design and marketing, emphasizing the importance of considering temporal aspects when capitalizing on crossmodal correspondences in creating product expectations and experiences.

The greenwashing trap: how misleading marketing affects consumer green purchasing habits

The rising environmental concern has driven organizations to adopt green marketing practices. However, a growing number of organizations have been engaging in greenwashing practices, which mislead customers about their environmental performance. This can have negative consequences for the organization, the industry, and society as a whole. Despite the growing concern about greenwashing, there is limited research on how it affects consumers’ purchasing decisions. To address this gap, we conducted a study to explore the effect of greenwashing perception on green purchase intention in the touristic accommodation industry. Primary data was collected from 693 tourists who visited the Canary Islands, and structural equation modeling (SEM) was used to verify hypotheses with the help of AMOS 29 software. The findings revealed that greenwashing perception does not directly affect green purchasing intention or impact green trust. However, green trust was found to be a significant predictor of sustainable choices in the touristic accommodation industry. Additionally, the study provided evidence that previous touristic accommodation experience moderates the relationship between green trust and green purchase intention and the relationship between greenwashing perception and green trust. This research has important implications for marketers and adds to the body of knowledge on greenwashing and green purchasing. By incorporating the Stimulus-Organism-Response (SOR) paradigm, this study uncovers new linkages that better help understand the phenomenon of green purchasing among travelers.

Youth perspectives on native short-video advertising on Chinese social media

Since 2016, the popularity of social media marketing and short videos on Weibo has encouraged brands and companies to collaborate with influencers to create appealing short-format video content to advertise to consumers. The study on which this paper is based used the qualitative research method to explore Chinese consumers’ attitudes and perceptions of native advertising with shortformat video. The current authors conducted interviews with 20 consumers of short-format video content on Weibo to understand their experiences of short-format video advertising. The study has theoretical implications for influencer marketing, native advertising and social media marketing research. The study also guides social media influencers and brands on how to create effective shortformat video for native advertising on social media.

UnravelingFarmers’Buying Process for Agricultural Inputs in Himachal Pradesh: Implication for Agricultural Marketing

The present study was carried out on farmers’ buying process towards agricultural inputs in the high hill temperate wet zone of Himachal Pradesh. A multi-stage random sampling technique was used for the selection of sampled households in the study area. The primary data were collected from a sample of 448 farmers who were the significant decision-makers in their households. It was examined that quality consciousness was high, especially for seeds (52.45 per cent), power sprayers (50.18 per cent) and agrochemicals (47.23 per cent). The buying decision times varied by input, averaging 3.06 and 60.58 days for seed and power tillers, which required more deliberation due to cost and complexity. Farmers used an average of 2-3 information sources for frequently purchased inputs, increasing to over 4 for infrequently purchased inputs. Statistical analysis showed that education, farming experience, and quality consciousness significantly influenced buying behaviour across various decision stages, including decision time and number of suppliers evaluated and critically shaped the buying process, particularly for high-investment inputs. The results of the study are helpful to policy formulators in the agriculture input sector, agribusiness firms, and researchers in consumer behaviour in designing marketing strategies based on changing market dynamics.

The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape

This study aims to thoroughly investigate how Artificial Intelligence (AI) is strategically integrated into digital marketing practices and its consequential effects on Indonesia’s fiercely competitive business environment. Employing a quantitative research approach, this study meticulously examines Indonesian enterprises’ prevailing strategies for AI utilization. The research method employed in this study is quantitative, with the unit of analysis being Indonesian companies. The sample size comprises 100 companies selected through the stratified random sampling technique. Analysis of the data is conducted using the SPSS statistical package. Through detailed analysis of survey data and advanced statistical techniques, the research reveals a significant positive correlation between the integration of AI in digital marketing and improved marketing effectiveness. The study highlights a noticeable increase in customer engagement metrics and noteworthy enhancements in conversion rates among businesses proficient in leveraging AI technologies, further reinforcing this correlation. Additionally, the findings suggest that companies embracing AI demonstrate significantly heightened adaptability to the constantly evolving market dynamics, strengthening their competitive positioning. These insightful discoveries underscore the critical importance of harnessing AI’s transformative capabilities within digital marketing strategies to sustain and bolster a competitive edge in the marketplace. Furthermore, the study discusses its contributions to existing knowledge and provides practical implications for marketers and business policymakers in Indonesia. Doi: 10.28991/ESJ-2024-08-06-012 Full Text: PDF

Advertisement avoidance and algorithmic media: The role of social media fatigue, algorithmic literacy and privacy concerns

This paper investigates the intricate dynamics of advertising avoidance within social media platforms, emphasising the roles of social media fatigue, privacy concerns and algorithmic media content awareness. With the pervasive influence of algorithms in curating user experiences, this research explores how these technological underpinnings, alongside users’ privacy apprehensions and the exhaustion from continuous media consumption, contribute to the growing tendency to bypass advertisements. Through a comprehensive review of literature and empirical analysis, the paper delineates the nuanced interplay between personalisation technologies and user engagement, offering insights into the psychological constructs that drive advertising avoidance behaviours. The findings underscore the need for a balanced approach in digital advertising, advocating for strategies that respect user privacy, mitigate social media fatigue and foster transparency in algorithmic content curation. This study not only broadens the academic discourse on digital advertising resistance but also provides practical implications for marketers aiming to navigate the complex landscape of consumer engagement in algorithm-driven media environments. The paper also addresses the challenge of balancing commercial interests with user satisfaction, encouraging innovative solutions for enhancing user engagement without compromising privacy or contributing to media fatigue. Through its comprehensive approach, the research provides valuable insights for academics and practitioners alike, suggesting future directions for developing more sustainable models of digital advertising that align with evolving user expectations and technological advancements.

Assessing the role of artificial intelligence in enhancing customer personalization: A study of ethical and privacy implications in digital marketing

Technological evolution, especially in artificial intelligence (AI), has significantly changed digital marketing, specifically customer-targeted experience. Machine learning, recommendation systems, and predictive analytics have made it possible for enterprises to personalize content, products, and services, among other things, on a very large scale. Nevertheless, all these advances have come with large ethical and privacy concerns that are yet to be met. This paper discusses how AI can enhance customers' personalization to analyze the moral and privacy considerations involved. The research examines how machine learning marketing strategies work in the digital environment and real-life examples of organizations that successfully implement these approaches and potential issues. It highlights how individuals might buy more products and make businesses more profitable with customized advertising techniques. However, the paper also describes the moral problems of AI that use personal data without permission, artificially intelligent algorithms that affect decision-making, and artificial intelligence decision-making. At the same time, its work has yet to be well known. The paper looks into privacy risks like data breach incidents, privacy violations, GDPR, and CCPA. This paper adopts an exploratory case study research design as it gathers academic papers, industry examples, and expert opinions to present a balanced view of the effects of AI. Based on the research, conclusions can be drawn that great opportunities AI opens for personalization should be met with safety considerations and working ethical guidelines. In the end, the paper presents guidelines that should help businesses integrate trust and compliance into creating and using AI technologies.

Factors affecting followers’ behavior intentions on parenting-related social media: self-image congruity, function congruity, brand attachment and parenting stress

ABSTRACT Pregnancy and the transition to being a parent bring about significant physiological change and stress, which lead them to turn to social media influencers (SMIs) to seek information and help. This study examines the effects of followers’ psychological characteristics on the influencer-follower relationship in parenting-related influencer marketing and how parenting-related SMIs can manage themselves as human brands. The empirical findings indicate that followers’ perceived self-image congruity and function congruity with social media influencers enhance their behaviour intentions, mediated by SMI attachment. Although perceived parenting stress does not correlate with function congruity on SMI attachment, it plays a moderating role as it weakens the positive impact of self-image congruity on SMI attachment. The results have discussed important implications for both parenting-related SMIs and marketers.

Does Fun Matter? Using Chatbots for Customer Services

Chatbots are widely used in customer services contexts today. People using chatbots have their pragmatic reasons, like checking delivery status and refund policies. The purpose of the paper is to investigate what are those factors that affect user experience and a chatbot’s service quality which influence user satisfaction and electronic word-of-mouth. A survey was conducted in July 2024 to collect responses in Hong Kong about users’ perceptions of chatbots. Contrary to previous literature, entertainment and warmth perception were not associated with user experience and service quality. Social presence was associated with user experience, but not service quality. Competence was relevant to user experience and service quality, which reveals important implications for digital marketers and brands of adopting chatbots to enhance their service quality.

Exploring the interplay between experiential and material product purchases on consumer behavior: a meta-analytic investigation

ABSTRACT Despite wealth of research on experiential and material purchases, there is limited understanding of the boundaries of this scholarship, particularly in terms of the contributing factors and moderators that explain consumer preferences. To address this gap, this study aims to understand the influence of consumer preferences for experiential vs material purchases on consumer behavior and identify the key factors shaping these preferences. The study performed a meta-analysis of 22 experimental studies spanning from 2012 to 2022, employing a systematic approach following PRISMA guidelines. It investigated the link between cognitive, behavioral, intellectual, and affective factors and consumer preferences for experiential versus material products. The meta-analysis revealed a significant positive relationship between 36 main indicators and consumers’ decisions to make experiential or material purchases, with experiential purchases exhibiting a strong positive influence on consumer behavior. The study offers significant theoretical implications for the fields of marketing and consumer research regarding experiential and material purchases, as well as practical implications for marketers and policymakers.

The Impact of Storytelling and Sustainability-Related Value Orientation on Consumer’s Trust in and Purchase Intentions of Sustainable Fashion Brands

This study examined the impact of storytelling by sustainable fashion brands on consumer trust in sustainable brands and purchase intentions, as well as the moderating effect of sustainability-related value orientation. The results provide insights into how to bridge the gap between consumer behavior and sustainable fashion. A survey was conducted with 192 male and female consumers aged 20-59. The participants were randomly assigned to one of three groups: brand-centered storytelling, product-centered storytelling, and a control group, each exposed to different stimuli. Multiple regressions and one-way ANOVAs were conducted using SPSS. There were three main findings. First, the brand-centered storytelling group exhibited significantly higher trust in the sustainable fashion brand, compared with other groups, a trend not observed in the product-centered group. Second, sustainability-related value orientation positively influenced brand trust and moderated the relationship between brand-centered storytelling and trust in sustainable fashion brands. Third, brand trust positively affected purchase intentions. These results have practical implications for marketers in the sustainable fashion sector, emphasizing the role of storytelling in highlighting brand trust and thereby influencing consumer purchase intentions for sustainable fashion products.

Pengaruh Electronic Word of Mouth dan Gaya Hidup terhadap Keputusan Pembelian pada Konsumen Shopee Kota Samarinda

This study aims to determine the Influence of Electronic Word of Mouth (EWOM) and Lifestyle on Purchasing Decisions of Shopee Consumers in Samarinda City. The findings of this study, which uses a quantitative approach with primary and secondary data sources, have practical implications for academics, marketers, and business professionals interested in consumer behavior and e-commerce. The study's sampling technique used purposive sampling, and a sample of 96 people was obtained. Data analysis was carried out using multiple linear regression methods with the help of the Statistical Product and Service Solution (SPSS) Version 25 program. The results of the study showed that EWOM influenced purchasing decisions. The more positive reviews other consumers give, the more consumers who read them will make purchasing decisions. It was also found that Shopee consumers always follow trends according to what is recommended by Shopee, which shows that lifestyle influences purchasing decisions.

Analisis Program Promosi yang dilakukan oleh Larissa Aesthetic Center untuk menaikkan Impulsive Buying

This study aims to analyze the promotional program by Larissa Aesthetic Center to increase impulse buying behavior in consumers through the role of social media used by Larissa Aesthetic Center. This research method is a qualitative study with data collection using interviews with the manager of Larissa Aesthetic Center, who is competent in his field and has the information sources needed by researchers. The results of data collection were analyzed using 3 triangulation methods, namely technical triangulation, time triangulation, and source triangulation. The results of this study provide an overview that Larissa uses several promotional programs that are considered capable of increasing impulse buying behavior in consumers and the role of social media in supporting promotional programs carried out by Larissa Aesthetic Center. These findings have practical implications for marketers and business professionals interested in consumer behavior and marketing strategies.

Understanding Consumption Reduction Through the TPB: Moderating Effects of the Need for Evaluation and Self-Referencing Individual Differences.

Limited research has focused on consumption reduction as one potential pathway to meet sustainable development goals. This paper investigates consumers' intentions to undertake consumption reduction through the lens of an extended theory of planned behavior (TPB), where selected individual differences, namely the need for evaluation (NE) and self-referencing (SR), are given considerable attention. In total, 226 respondents participated in this web-based survey study. The results from structural equation modeling analysis confirm that the extended theory of planned behavior effectively explains consumers' intentions to undertake consumption reduction. Notably, the individual differences of the NE and SR each uniquely moderate the relationships within the TPB model. This study provides a theoretical contribution by integrating the selected moderators (i.e., the NE and SR) into the TPB framework, increases the TPB's predictive power, and further provides a novel understanding of the underlying influences of individual differences on consumers' intentions to undertake consumption reduction for the benefit of the environment. Moreover, the findings offer practical implications for policymakers and social marketers in designing tailor-made interventions and consumption reduction strategies by considering the important role of individual differences.

The New Frontier of Ad Analytics: Privacy-Centric Approaches to Campaign Measurement and Optimization

This article explores the transformative shift in digital advertising measurement techniques in response to growing privacy concerns and regulatory pressures. It examines the transition from traditional third-party cookie-based tracking to advanced data modeling approaches that prioritize user privacy. The article provides a comprehensive overview of privacy-preserving ad measurement techniques, including aggregated and anonymized data analysis, probabilistic attribution models, and differential privacy. It delves into Big Tech's advancements in conversion modeling, highlighting the role of machine learning in developing more accurate and privacy-compliant attribution methods. The implications for advertisers and marketers are discussed, addressing the challenges of adapting to this new paradigm and strategies for optimizing campaigns using modeled data. Ethical considerations and the importance of building consumer trust are emphasized, underscoring the need for transparency and responsible data stewardship. By synthesizing current research and industry practices, this article offers insights into the future of ad measurement in a privacy-centric digital ecosystem, demonstrating how the industry can balance effective campaign analytics with robust privacy protection to create a more sustainable and trustworthy advertising landscape.

The Influence of Attitude, Subjective Norms, and Behavioral Control on the Purchase Intentions of Maybelline Cosmetics in Bandar Lampung

This study examines the influence of attitude, subjective norm, and perceived behavioral control on the purchase intention of Maybelline cosmetic products in Bandar Lampung. Using a descriptive quantitative approach, data was collected through surveys and interviews with Maybelline users in Bandar Lampung. The findings indicate that all three factors—attitude, subjective norm, and perceived behavioral control—positively and significantly affect consumers' purchase intentions. Consumers’ attitudes towards Maybelline are shaped by product quality, innovation, and its ability to meet beauty needs. Subjective norms, influenced by social factors such as recommendations from friends and influencers, also drive purchase decisions. Furthermore, behavioral control, based on consumers’ perception of their ability to afford and use Maybelline products, plays a critical role in their purchasing decisions. The study suggests that Maybelline can enhance its market position by focusing on sustainability, promoting transparent reviews, and offering affordable product bundles. Collaborations with influencers and popular figures can also strengthen emotional connections with consumers and further encourage purchase intentions. The research provides valuable insights into how attitude, social influence, and perceived control impact consumer behavior, offering practical implications for marketers in the cosmetics industry.

BRAND AMBASSADORS, FOMO, AND PERCEIVED VALUE INFLUENCING LEVI'S IMPULSE BUYING

In today's dynamic market landscape, complex changes are evident across various industries. Consumers now expect a positive shopping experience, viewing consumption activities as both personal fulfillment and social identity markers. To stay competitive, businesses must align their branding strategies accordingly. One strategic approach to enhancing brand appeal involves collaborating with brand ambassadors. Specifically, the allure of K-pop idols plays a substantial role in shaping brand images, thereby motivating consumers to make impulsive purchases. This study seeks to investigate the impact of brand ambassadors on impulse buying behaviors. Additionally, we aim to analyze the significance of perceived value in influencing these behaviors. Data collection utilized Google Forms, gathering responses from 160 Indonesian females between ages 17 and 40 who were familiar with the New Jeans music group and had recently purchased or used Levi’s collections. Our methodology includes processing the data using SMART-PLS 4.0 with Structural Equation Modeling (SEM). Our preliminary findings indicate that brand ambassadors significantly enhance impulse buying through increased perceived value and fear of missing out (FOMO). This research contributes valuable insights into consumer behavior under modern marketing strategies, emphasizing the importance of aligning branding efforts with evolving consumer expectations. By leveraging celebrity influences effectively, businesses can stimulate spontaneous retail activity, offering practical implications for marketers aiming to maximize customer engagement and loyalty. Ultimately, our analysis underscores the strategic potential of collaborating with influential figures like K-pop idols to boost sales within competitive markets.