Implications For Marketers Research Articles

The power of electronic Word of Mouth in inducing adoption of emerging technologies

This study examines the influence of electronic Word-of-Mouth (eWOM) on consumer expectations and intentions to adopt emerging technologies, specifically focusing on cryptocurrency payment methods. Employing the Elaboration Likelihood Model (ELM), the research utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (PLS-MGA) to analyze data from a diverse sample of 505 respondents sourced from MTurk. The findings reveal that the quality, consistency, and volume of eWOM significantly shape consumer expectations. Notably, the two-sidedness of online reviews does not have any substantial impact on both expectations and adoption behaviors toward cryptocurrency payment methods. Furthermore, factors such as the time spent online, and the frequency of online shopping were found to partially moderate the effects of eWOM on adoption behavior. This research contributes pioneering insights into the role of eWOM in influencing consumer attitudes towards cutting-edge technologies, extending existing knowledge beyond traditional consumer decisions to include technological adoption, particularly in digital finance. This offers valuable implications for technology firms and digital marketers aiming to harness eWOM to promote new technological solutions.

Modernized Hippies and Extreme Eco-Warriors

This study is the first qualitative examination of the prototype willingness model (PWM), which includes both rational and socially reactive decision-making processes, in the context of eco-friendly behaviour. In total, 33 individual face-to-face interviews were conducted with Flemish young adults between 18 and 25 years to explore how the constructs of this dual-process model manifest and interconnect in the young adults’ lives in the context of eco-friendly behaviours, and which aspects should be leveraged when encouraging eco-friendly behaviour. Three prominent patterns were identified during data analysis: (1) The rational roadblocks, (2) the social stepping stone, and (3) the distant ‘darker’ green. Implications for (social) marketers are, among other things, to defy context-dependent attitudes of resistance (e.g. highlight applicable self-interest motives), to use social – and in particular socially reactive – levers, and to represent more diverse eco-friendly people that reflect the diversity within target audiences in behaviour change interventions and communications strategies.

Accessing the Composting Potential and Phytotoxicity of Acetate Waste – Market Implications and Legal Compliance

Accessing the Composting Potential and Phytotoxicity of Acetate Waste – Market Implications and Legal Compliance

A regenerative design approach to address Carbon Neutrality in construction. Methods and Tools to assess the ecological reliability of construction process.

Abstract The ongoing research at the inter-university center ABITAlab focuses on the transition toward carbon neutrality in the construction sector, emphasizing technological innovation with advanced materials using biogenic and bio-based materials to enhance sustainability indicators towards energy transition and carbon neutrality. The project aims to assess the ecological reliability of such materials, namely their ability to maintain long-term performance and minimize environmental impact. The adopted methodology utilizes Life Cycle Assessment (LCA) to distinguish between the ecological profile, which considers the ecological footprint of the material, and the environmental profile, which evaluates the overall environmental impact. This approach addresses two critical aspects: the temporal durability of the materials and their effectiveness in decarbonization. The research provides an experimental and technological response to conditions of uncertainty, proposing architectural solutions that integrate principles of circularity and innovation, as demonstrated in the case study of the People Pavilion in Eindhoven. This study suggests pathways for future research aimed at applying these principles in diverse contexts and analyzing their economic and environmental impacts, including implications for the construction market.

Who’s the Winner? A Comparative Study of Like, Comment and Share Functions in Consumers’ Purchase Intention between Facebook and Instagram

In the past few years, there has been a significant focus on investigating the impact of social media engagement. Although previous studies recognize the importance of social media engagement, there is still a lack of in-depth analysis regarding the specific influences of likes, comments, and shares on consumer behaviour, especially concerning how these engagements affect different platforms. This study aims to examine the relationship between social media engagement metrics (likes, comments, and shares) and consumer purchase intention on two prominent platforms, Facebook and Instagram. By adopting a cross-sectional design, this study employed purposive sampling to gather data from Malaysian university students who have engaged in purchasing activities on social media platforms such as Facebook and Instagram. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) based on 265 completed responses, comprising 131 from Facebook users and 134 from Instagram users. The results reveal a significant positive relationship between likes and shares with consumer purchase intention on both Facebook and Instagram. However, comments were not found to be associated with consumer purchase intention on either platform. Furthermore, the study conducted a comparative analysis between Facebook and Instagram and found no significant differences in the relationships between engagement metrics and purchase intention. These findings have practical implications for marketers, emphasizing the importance of fostering engagement through likes and shares to drive consumer purchasing behaviour on social media platforms.

Beyond Basics: The Dichotomy of Actual and Perceived Consumer Needs

Consumer behavior, particularly in distinguishing between actual and perceived needs, reveals complex dynamics that shape spending patterns. This study, titled “Beyond Basics: The Dichotomy of Actual and Perceived Consumer Needs,” examines how modern consumerism often blurs the lines between essential and discretionary expenditures. While actual needs—such as food, shelter, and clothing—are vital for survival, they often receive less financial attention compared to perceived needs, which are closely tied to social status, identity, and recognition. Using Maslow’s Hierarchy of Needs as a theoretical framework, this research explores the psychological and social factors influencing this discrepancy. The study employs a quantitative approach, collecting data from a diverse sample of consumers across different socio-economic backgrounds. Through hypothesis testing, including t-tests and regression analysis, the research investigates the significant differences in spending on actual versus perceived needs and the impact of social status on these spending priorities. The findings indicate that consumers, on average, allocate significantly more financial resources to perceived needs, with social status serving as a stronger predictor of this behavior than income level. This trend is particularly evident among higher-income individuals, but it is pervasive across all income groups, reflecting the deep-rooted influence of societal norms and marketing strategies on consumer choices. The study concludes by discussing the implications for marketers, policymakers, and consumer education. It suggests that promoting financial literacy, developing sustainable marketing strategies, and encouraging a shift towards prioritizing actual needs could lead to more balanced and sustainable consumer habits. By addressing the psychological and social drivers of consumption, it may be possible to mitigate the adverse effects of excessive spending on perceived needs and foster healthier, more sustainable consumption patterns.

Navigating the green beauty boom: Unveiling the influence of social media on consumer behavior in the organic cosmetics industry

It has been evident in the recent years that the natural and organic segment particularly in the beauty industry is steadily growing with people’s awareness of the health effects of using natural products. Today, social networks are the main driving force affecting consumer attitude and their behavior concerning this sector. This paper will seek to evaluate the utility of social media and the purchase pattern in the organic cosmetics sector. The ‘literature review outlines several that have led to what is commonly referred to as the ‘green beauty boom’ The theoretical framework entails theories from the marketing channel that regards consumer behavior within the social media and eWOM contexts. The research designed consisted of a written self- administered survey and face- to face interviews with fifteen consumers of organic beauty products within the age range of 18-35 years whereby data was gathered and analyzed qualitatively by the use of thematic analysis. Stylized facts also establish how the content on social media platforms and reviews influence distinct stages in the consumer decision process of organic cosmetics. Of all the mentioned evaluative resources, those commonly used by consumers include resources accessed from social media sites. Moreover, as to the communities of people, who are interested in organic lifestyles or natural products influencing the degree of positive attitudes in the usage of natural ingredients and environmental sources. Consequently, the author discusses the subsequent marketing implications for the brands based on the paper and provides ideas for the subsequent brand development, the opportunities, and the possible ethical issues that should be considered by brands in the context of this area. From this study further research can be made to contribute to the mass pool of data that helps in understanding new media that constitutes consumer culture today.

UNDERSTANDING THE ROLE OF FOMO (FEAR OF MISSING OUT) IN IMPULSE PURCHASE FOR SMES

This study examines the influence of price discounts on impulse buying through live streaming among e-commerce users in Indonesia. The research adopts a quantitative approach, utilizing a survey methodology with questionnaires distributed to a purposive sample of 152 consumers from the Dolee Branded Store. Data were analyzed using SmartPLS 4.0 software, employing the PLS-SEM analysis method. The findings reveal that price discounts significantly directly impact impulse buying behavior. Furthermore, price discounts also significantly affect live streaming, which, in turn, substantially influences impulse buying. The results indicate that live streaming acts as a mediating variable, enhancing the effect of price discounts on impulse purchases. This study underscores the importance of integrating price discount strategies with live streaming to drive impulse buying behavior in the e-commerce sector effectively. By leveraging live streaming as a promotional tool, businesses can maximize the impact of their discount offers, leading to increased consumer engagement and sales. These insights provide valuable implications for marketers and e-commerce platforms aiming to enhance their promotional effectiveness and customer acquisition strategies.

Research into intergenerational differences among Chinese female tourists consuming Thai cosmetics

Consumers, particularly women, pursue beauty and health in order to uphold their image within society, which has contributed to consistent demand for cosmetics. The cosmetics market, driven by globalization and cultural exchange, sees Thai cosmetics gaining popularity among Chinese women. There has been a significant rise in the popularity of Thai cosmetics, known for their natural ingredients and innovative formulations. With a growing interest in cross-cultural consumer behaviour, particularly in the context of skincare and make-up products, understanding how different age groups perceive and choose Thai cosmetics is crucial for effective marketing strategies. The main issue is the development of consumer preferences over time among Chinese women who have only recently been given the opportunity to choose among many brands. This qualitative study explores the intergenerational differences in Chinese female consumers’ preferences for Thai cosmetics, aiming to uncover rich insights into their perceptions, attitudes, and behaviours. The target population is female Chinese who have visited Thailand and purchased or used Thai-branded cosmetics. Key themes emerge regarding the perception of product efficacy, the cultural authenticity and the role of digital media and trends in influencing product choices. Findings highlight nuanced generational preferences, with older cohorts emphasizing trust and familiarity with established brands, while younger cohorts prioritize innovation, sustainability, and personalized beauty experiences. These insights provide valuable implications for marketers seeking to tailor strategies and product offerings to engage effectively diverse generational segments within the competitive cosmetics market.

The “less is better” paradox and consumer behaviour: a systematic review of choice overload and its marketing implications

Purpose This study, a systematic literature review, aims to review the state-of-the-art literature on choice overload from 2000 to 2023. Design/methodology/approach The paper reviews 53 research articles published in peer-reviewed journals, using thematic and descriptive analyses. The literature was selected using the PRISMA framework. Findings Recent research in consumer behaviour has found that too many choices can be detrimental to decision-making. This paper reviews the development of choice overload literature, methodologies used by researchers to study choice overload, small and large choice sets, antecedents, moderators and outcomes of choice overload and the contexts in which choice overload exists. Research limitations/implications Limited literature coverage because of the strict adherence to inclusion/exclusion criteria. The theory challenges the conventional choice models in psychology and economics according to which expanding a choice set cannot make decision-making worse and violates the regularity axiom, a cornerstone of classical choice theory. This review also identifies avenues for further research in the field. Practical implications A significant decrease in satisfaction or motivation because of too many choices would require marketers and public policymakers to rethink their practice of providing ever-increasing assortments to choose from because they could possibly boost their success by offering less. Originality/value This systematic review makes distinctive contributions by classifying the existing studies based on evidence “for” and “against” the existence of choice overload. The review also combines cross-context insights on assortment sizes, moderators and methodological commonalities and gaps to understand the multi-faceted nature and contextual nuances of choice overload.

Do Consumers Respond to Social Movements? Evidence from Gender-Stereotypical Purchases After #MeToo

This paper explores whether and how consumers respond to global social movements challenging systemic discrimination and stereotypes. We examine the impact of the #MeToo movement on the market for products with stereotypical markers of femininity. Our analysis of high-frequency stockout and price data from a leading global fashion retailer spans from January 2017 to December 2018 and covers 32 countries, or 89% of the Organization for Economic Cooperation and Development (OECD) population. Using a triple-difference approach across time, countries, and products, we identify changes in product-level stockouts, corresponding to a drop in the purchase of stereotypically “feminine” items. Our findings suggest a sudden shift in demand, with no immediate adjustments in product assortments or pricing. We discuss potential driving mechanisms, as well as implications for product management and marketing in marketplaces where segmentation is gender based. This paper was accepted by Yan Chen, behavioral economics and decision analysis. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2022.02352 .

Role of social influence in adoption of energy-efficient household systems among Pakistani consumers: a quantitative study

PurposeThe adoption of energy-efficient systems is crucial for Pakistan to meet its growing energy demand and address its energy challenges. However, adoption of these systems in Pakistan is hindered by several barriers, including economic constraints, lack of awareness and social attitudes toward sustainable development. Therefore, the purpose of this study is to explore adoption of energy-efficient household systems and the associated social influence.Design/methodology/approachThe study incorporates social influence as a mediating factor to examine the relationships between awareness of consequences, perceived consumer effectiveness and attitudes toward the adoption of energy-efficient systems. A quantitative survey method was used to collect data from households from Faisalabad, Pakistan. A total of 203 valid questionnaires were received and data analyzed through SmartPLS 4 for structural equation modeling.FindingsThe results revealed that awareness of consequences positively impacts compliance, social identification and internalization, while perceived consumer effectiveness has a positive relationship with social identification and internalization. Moreover, the positive association of social identification and internalization with attitude were supported but relationship of compliance with attitude was unsupported.Practical implicationsThe results may also be used to develop compelling marketing campaigns focusing environmental conservation and social influence for positive attitude development.Originality/valueThe study contributes to theoretical literature by examining the empirical relationships between specific individual characteristics and societal pressure that play a critical role in shaping attitudes toward the acceptance of energy-efficient systems. Additionally, the study's findings offer actionable implications for policymakers and marketers, contributing to the development of targeted interventions for promoting sustainable consumption.

Drivers and inhibitors of consumers’ adoption of AI-driven drone food delivery services

This study sheds light on the determinants of consumers’ adoption of artificial intelligence-driven drone food delivery service (AI-driven DFDS) using a mixed-methods approach. Interviews with hospitality industry professionals revealed several drivers and inhibitors of AI-driven DFDS adoption. Using these findings, we developed a theoretical model AI-driven DFDS adoption based on the premise of the behavioral reasoning theory and innovation resistance theory. The model was tested using data collected from 1240 consumers. The results suggest that drones’ relative advantage, perceived ubiquity, social influence, and green image positively influence attitudes and adoption. Risk, usage, and experience barriers have an adverse influence on attitudes and adoption. Consumers’ openness to new technology has a positive influence on ‘reasons for’ using AI-driven DFDS. The research makes an important theoretical contribution to research on the adoption of AI-driven DFDS. The study also provides important practical implications for marketers and industry professionals.

Driving eco‐friendly product purchases through social media: How does peer influence work?

AbstractSocial media platforms expose individuals to both peer and marketer influences. While these influences have garnered significant research attention regarding their impact on consumer behaviors, the findings have been a subject of debate. This research examines how peer influence from user‐generated content (UGC) differs from marketer influence from marketer‐generated content (MGC) in its effect on consumers' eco‐friendly product (EFP) purchases and how peer influence takes place. Study 1 uses online field data from an e‐commerce company and suggests that peer influence is associated with more sales, whereas there is no empirical evidence to support a similar effect for marketer influence. Utilizing online survey data collected from social media users, Study 2 further reveals that informational and normative peer influences significantly increase consumers' purchase intention via environmental self‐efficacy and positive moral emotion. Notably, tie strength with the influencing peer plays a crucial role in moderating the relationship between different peer influences, the mediators, and the mediation paths. Our research advances knowledge of peer influence on EFP consumer behaviors, extends the UGC literature through the lens of peer influence and tie strength, and offers practical implications for social media marketers and policymakers promoting eco‐friendly products.

Broadband infrastructure expansion and labour income share: micro-evidence from Chinese industrial enterprises

ABSTRACT This study investigates the impact of broadband infrastructure on the labour share. We exploit the implementation of the ‘Broadband China Strategy’ (BCS) as an exogenous policy shock and use the staggered difference-in-differences framework with a panel dataset of Chinese industrial enterprises spanning 2011–2015. We find that the BCS leads to a significant reduction in the labour income share of firms in pilot cities compared with those in non-pilot cities, which remains robust after conducting various robustness checks. Rising market power and deepening capital are the two mechanisms underlying this effect. While our further analysis underscores significantly positive impact of broadband infrastructure on firm productivity and skilled labour structure, they do not highlight an elevated skill premium tied to broadband infrastructure. Heterogeneity analysis reveals that the effects are more pronounced among larger firms, industries with higher concentrations, and cities with higher innovation capacities. Overall, this study augments the existing literature on the firm-level determinants of labour share, providing a micro-level assessment of the labour market implications of broadband infrastructure.

Teacher’s service-dominant orientation: scale development and validation

ABSTRACT The literature suggests that the co-creation of higher education value, from the perspective of the service-dominant logic (SDL), begins in the teaching-learning process, and the results of this process shape the entire ecosystem of higher education value for economic and social development. From this perspective, it is important to identify strategic tools that foster the co-creation of services and value during the teaching-learning process. As a contribution, this article presents the first proposal for a scale to measure teachers’ service-dominant orientation (SDO) in higher education. This proposal was operationalised using a literature review and qualitative and quantitative empirical approaches involving six stages and supported by three studies. Conceptualised as a portfolio of interaction capabilities that teachers can strategically develop to foster co-creation in higher education, the Teacher S-D Orientation scale is presented, made up of five capacities: individual interactions (four items), relational interactions (four items), ethical interactions (three items), empowered interactions (three items) and developmental interactions (four items). Considering that from the SDL perspective, the strength of the student-teacher relationship is a decisive factor in co-creation during the teaching-learning process, the external validation of the SDO scale was ensured, with the results suggesting that the teacher’s SDO has a significant impact on the relationship quality in higher education. The scale validation has implications for both marketing and educational literature. The article concludes with recommendations for teachers and management of higher education institutions.

To what extent can prisoners dilemma in game theory be used in pricing strategy?

The title of this dissertation is to what extent can prisoners dilemma in game theory be used in pricing strategy? The purpose of the current study was to determine the extent of prisoner's dilemma used in pricing strategies, and how the prisoner's dilemma is used in pricing strategies. We first comprehensive analysis and evaluation of relevant literature about prisoners dilemma and common pricing strategies in literature review section. Then in discussion part, we use game theory models to describe and analyze the prisoner's dilemma in pricing strategies to predict various situations, make the optimal pricing strategies. In the dissertation, we found the effects of prisoners dilemma strategies on payoffs when pricing and explained why cooperative pricing agreements promote mutual benefits and long-term stability than non-cooperative pricing strategies. Then we analyzed the stability of cooperative pricing strategy, we also developed a pricing model based on Bayes theorem. Our research has important implications for economics, marketing and game theory. By applying prisoner's dilemma theory, firms can better understand the behavioral of competitors and enhance decision-making processes, optimize their pricing strategies, thereby enhancing market efficiency and profitability.

Rise of Digital Influencer Marketing

Virtual influencer marketing is a global emerging phenomenon in social media research. Research on traditional influencer marketing and practices has been the locus of attention for years, but fairly scarce research deals with the rise and influence of virtual influencers, also known as artificial intelligence influencers (AIIs) or computer-generated influencers (CGIs). In this article, an explorative, qualitative single case analysis of the Japanese CGI influencer Imma is presented to identify how the CGI is visually constructed on Instagram in a marketing campaign. Two supplementary semiotic lenses are applied, i.e. a visual compositional analysis and a semiotic image analysis. The results indicate that the CGI influencer Imma is visually presented by and large with the same characteristics and attributes as found in similar studies of human influencers. Moreover, the findings indicate subtle yet essential differences in the visual framing of the CGI character to enhance a human-like appearance. Concludingly, this study has preliminary implications for research, practitioners, prospective marketers, and future innovation leaders in the virtual marketing industry, and it is proposed to consider reconceptualizing our understanding of virtual influencers and acknowledging the rise of Virtual Influencer Marketing as a field in its own right.

How different religiosity facets affect materialism, hedonistic shopping values, and compulsive buying: Toward mediation‐moderation effects

AbstractThis study offers interdisciplinary theoretical discussion connecting consumer behavior, values, self‐regulation, self‐determination, and religiosity concepts, and develops a conceptual model of the effects of consumer religiosity on compulsive buying. Complex sequential mediational mechanisms are investigated, involving the effects of unique religiosity facets on compulsive buying through materialistic values and hedonistic shopping values. Results show that intrinsic religiosity is negatively related with materialistic and hedonistic shopping values and compulsive buying, while the social extrinsic religiosity and personal extrinsic religiosity are positively related with these consumer values and the resulting compulsive buying. Compared with prior research, this study examines the three religiosity facets separately. This work also identifies the moderating role of gender, with all facets of religiosity exhibiting stronger relationships for women as compared with men. Theoretical and practical implications for consumers, policy makers, and marketers focus on the importance of maintenance of intrinsic religiosity orientation in personal life.

Identifying Patterns among Tourism-Oriented Online Communities on Facebook

The proliferation of social media has transformed how people engage in communication and community building, with platforms like Facebook becoming central to connecting individuals with shared interests. Despite the extensive formation of tourism-oriented online communities on these platforms, there is a notable lack of comprehensive studies examining their structural and managerial dynamics. This study addresses this gap by systematically analyzing fifty international tourism-focused Facebook communities to develop a novel typology based on the nature and type of information shared. The research identifies significant variations in community sizes, engagement levels, and management structures, highlighting that only 6% of these communities qualify as large, with membership exceeding one million. Contrary to common assumptions, a direct link between community size and engagement was not found, with qualitative factors like community purpose and content type being more influential. A notable correlation was observed between the number of administrators and moderators and the member count, emphasizing the importance of effective community governance. The study’s findings contribute to a deeper theoretical understanding of online community dynamics and offer practical implications for tourism marketers and community managers aiming to optimize engagement strategies on social media platforms. The research sets a foundation for future exploration of the interplay between virtual community management and tourism-related discourse.