Influence Consumer Behavior Research Articles

The effects of digital marketing communication on consumer buyer behaviour in the real estate sector

In recent years, digital marketing communication has emerged as a powerful tool for influencing consumer behavior across various industries, including the real estate sector. This study aims to investigate the effects of digital marketing communication on consumer buyer behavior within the context of the real estate industry. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from real estate consumers and industry professionals. The quantitative phase involves administering structured questionnaires to a sample of real estate consumers to assess their perceptions, attitudes, and behaviors toward digital marketing communication channels, such as social media, websites, email marketing, and online advertising. The qualitative phase involves conducting in-depth interviews with real estate industry professionals to gain insights into their strategies, challenges, and best practices in leveraging digital marketing communication to influence consumer buyer behavior. The findings of this study are expected to provide valuable insights into the impact of digital marketing communication on various stages of the real estate buying process, including information search, decision-making, and post-purchase evaluation. Additionally, the study aims to identify key factors that influence consumer engagement with digital marketing content and channels, as well as the role of trust, credibility, and authenticity in shaping consumer perceptions and preferences in the real estate sector. Ultimately, the research aims to contribute to the existing body of knowledge on digital marketing communication and consumer behavior in the real estate industry, informing practitioners and policymakers about effective strategies for leveraging digital channels to attract, engage, and convert prospective buyers in an increasingly competitive marketplace. These are the findings of the study. The study realised that the factors that contribute to consumer engagement with digital marketing content and channels were social media (Facebook and Instagram). Secondly, the study shows that social media has a positive and significant relationship with consumer buying behavior. Lastly, the study revealed that consumers perceive digital marketing-related content as high when it is trustworthy.

Elevating Customer Brand Advocacy Through Owned Social Media Content

This study examines the relationship between personal values embedded in brand-owned social media (OSM) messages and customer brand advocacy (CBA) using text mining data of tweets from Fortune 500 companies. We employ an economics approach to examine how personal values influence CBA across service and manufacturing brands. Our findings reveal that self-enhancement and conservation values significantly boost CBA, while self-transcendence and openness to change are less impactful. Furthermore, this study highlights that conservation values are more effective for manufacturing brands, whereas self-enhancement, self-transcendence, and openness to change drive higher CBA in service brands. This study contributes to the literature on social media marketing by providing actionable insights for brand managers, demonstrating that aligning OSM content with personal values can enhance CBA. This study offers a nuanced understanding of how personal values and industry characteristics intersect to influence consumer behavior, helping brands craft more effective and resonant social media strategies.

GENERATIONAL MARKETING: A DEEP DIVE INTO BEHAVIOR AND CHARACTERISTICS OF GENERATION Z

In the contemporary business environment, digital marketing is a significant factor influencing behavior and decision-making. We believe that Generation is one demographic that has drawn our attention and is significantly impacted by digital marketing. A sizable and significant consumer base, Generation Z was selected as the research's target generation and category. Since the group was born amid the digital revolution, they are often referred to as digital natives. Generation Z is a socially conscious generation that places a high value on sustainability, mental health, and racial fairness while using technology to influence consumer behavior. To draw people in and keep them as a partner, it is seen to be crucial to comprehend their habits, behaviors, characteristics, and preferences.The research is mainly focused on the behaviors, characteristics and relationship of generation Z and also focused on measure the behaviors and characteristics of generation Z. KEYWORDS: Behavior , Digital Marketing, Generation Z.

The moderating role of environmental knowledge in influencing sustainable consumption intention of Generation Z through Personal Norms, Social Norms, And Environmental Awareness

As the world grapples with the pressing challenge of sustainable development, it has become increasingly vital to understand the factors that influence consumption behavior. Generation Z, in particular, has emerged as a pivotal demographic in advancing sustainable consumption practices. This study investigates how Personal Norms, Social Norms, and Environmental Awareness influence Generation Z’s intentions regarding sustainable consumption while examining the moderating role of environmental knowledge in these dynamics.Data were gathered through in-person interviews with 395 students from Osmaniye Korkut Ata University in Turkey. The results reveal that Social Norms (β = 0.329, p = 0.000), Personal Norms (β = 0.265, p = 0.000), and environmental awareness (β = 0.178, p = 0.000) have a positive impact on sustainable consumption practices, with social norms exerting the most decisive influence.Furthermore, the findings indicate that individuals with high environmental knowledge and strong personal values are more likely to consume sustainably. In contrast, those who are significantly influenced by the behaviors of their peer groups do not show substantial differences in their consumption intentions based on their level of environmental knowledge.

Linguistic Insights into Philippine Automobile Advertisements

Language choice in automobile advertisements is vitally important in conveying specific messages aimed at influencing consumer behavior. This study used a descriptive-quantitative approach to analyze the multilevel linguistic features in the verbal components of 492 automobile advertisements from various media in the Philippines, focusing on phonological, lexical, semantic, and syntactic levels. Textual analysis reveals that the most frequently utilized sound techniques are alliteration, assonance, and rhyme, enhancing retention and memorability. Advertisers prefer using noun words, monosyllabic verbs, positive adjectives, personal pronouns, and disyllabic verbs, while avoiding compounds, coinage, and borrowed words. By prioritizing such lexical items, advertisers can enhance the clarity and persuasive appeal of their messages. Figurative language, though rare, includes personification, metonymy, puns, synecdoche, and hyperbole to add color and increase the memorable quality of the ads. The limited use of complex figurative tools suggests an inclination for straightforward communication that resounds quickly and universally across diverse audiences. Syntactically, minor sentences are most common, followed by imperatives, simple sentences, interrogatives, and exclamatory sentences. These choices reflect a preference for simplicity and directness to ensure the messages are easily understood. The study recommends expanding linguistic analysis of automobile advertisements to include cultural, economic, and multimodal perspectives to better understand and enhance cross-cultural consumer engagement, and the effectiveness of advertising strategies in the automotive industry.

Analyze Brand Ambassadors and Advertising Through Brand Image on Buyer Decisions

The purpose of this study is to see how advertising and brand representation influence consumer purchasing decisions, both directly and through brand image as a mediating variable. The background of the study was McDonald's strategic collaboration with BTS, which capitalized on the group's global popularity to attract customers through BTS Meal products. This phenomenon shows how marketing elements are crucial in influencing consumer behavior, especially children. This study used a quantitative approach with primary data collected through questionnaires. Respondents were customers who had purchased the BTS Meal at McDonald's Sukabumi. Structural Equation Model (SEM) was used to analyze the data. The study showed that advertising and brand ambassadors have a significant influence on the formation of brand image, which in turn affects consumers' decision to purchase goods. Advertising has a direct impact, but brand ambassadors do not. The implications of this study suggest companies should prioritise marketing strategies that utilise innovative and consistent advertising if they want to build a strong brand reputation. The right brand ambassador can enhance brand reputation, but to influence purchasing decisions directly, a more comprehensive strategy must be integrated. The results offer guidelines for other businesses to create successful marketing campaigns that utilise the synergy of branding elements to enhance brand appeal and increase consumer loyalty. To build stronger emotional connection with consumers, the study emphasises the importance of understanding the social and cultural dynamics of the target market.

Eco-Labelling of Products as a Tool for Environmental Protection

The increasing awareness of environmental degradation has led to a growing demand for sustainable products, prompting the adoption of eco-labelling as a pivotal tool for environmental protection. This article aims to examine eco-labelling's multifaceted role in fostering environmentally responsible consumer choices and incentivising businesses to embrace sustainable practices. By providing a comprehensive overview of the fundamental principles and mechanisms underlying eco-labelling, the paper explores how these labels communicate vital information about a product's ecological impact to consumers. Drawing insights from case studies and existing frameworks, the article evaluates the effectiveness of various eco-labelling programs in influencing consumer behaviour and steering market forces toward sustainability. However, it also addresses challenges such as greenwashing and the lack of standardised criteria, proposing potential solutions to enhance the credibility and transparency of eco-labels. Furthermore, the discussion encompasses the regulatory landscape and industry collaboration, emphasising the crucial role of government policies and collective efforts in fortifying the success of eco-labelling initiatives. In conclusion, the article asserts that eco-labelling is a dynamic force for environmental protection, urging continuous research, collaboration, and refinement to solidify its impact on shaping a more sustainable and eco-conscious marketplace.

Achieving Sustainable Development Goals: Exploring the Influence of Live Shopping Behavior on Purchase Intentions in “Tiktok” Shop

Objectives: This study explores the influence of live shopping behavior on consumer purchase intentions within the TikTok Shop, emphasizing its relevance to achieving Sustainable Development Goals (SDGs). Understanding the dynamics of live shopping behavior on platforms like TikTok is vital for businesses aiming to leverage this innovative marketing strategy. Theoretical framework: The research is grounded with a behavioral predictor in understanding shopping decisions using the Stimulus-Organism-Response (S-O-R) theory psychological model. SOR here, the stimulus uses store and brand image; the organism sees from quality and trust, and the response is based on purchase intention. Methods: Sample data was obtained from 419 respondents from an online survey using the snowball technique. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the proposed hypotheses Results and discussion: Brand image affects perceived quality, and brand image affects trust. Store image affects perceived quality, and store image affects trust. Perceived quality and trust affect purchase intention. Research Implications: The findings can be used as an evaluation for a marketing platform tool for the purchasing decision-making process. The development of the live shopping research model framework with Stimulus-Organism-Response (S-O-R) theory effectively for evaluating consumer and online shopping behavior. Meanwhile, this research also provides managerial strategies related to insights to managers of online shopping services, especially for e-commerce to be able to develop business networks by paying attention to factors that influence consumer behavior in online shopping, which will impact consumer buying interest Originality/Value: This research gives insight to behavior literature which focus on the Stimuli-Organism-Response (SOR) theory as a review tool for the purchase decision-making process and consumer behavior. In addition, evaluating consumers' online shopping behavior (TikTok Shop) developed a robust online consumer behavior concept on the influence of variables used to measure live shopping behavior in making decisions on consumer purchase intention.

Navigating Fear of Missing Out in Sustainable Consumption: The Role of Brand Passion and Green Consumer Values in Obsessive-Compulsive Buying

This research appreciates the role of fear of missing out on obsessive-compulsive buying by stressing the mediating effect of Harmonious brand passion, obsessive brand passion, and the moderating influence of Green Consumer Values. A quantitative research method was used to gather data from 440 participants, using structured questionnaires with measured scales from purposively sampled accounts active in fashion-related hashtags. Data were analyzed using Structural Equation Modelling with Partial Least Squares (SEM-PLS) since the research is interested in both the direct and indirect links between the constructs, which are often intricately linked in the actual production process. Research outcomes suggest that fear of missing out presents a direct impact on both harmonious and obsessive brand passion, which, in turn, moderates the relationship between fear of missing out and obsessive-compulsive buying. Thus, brand passion can be seen as a mediating variable between fear of missing out and purchase behaviors, and Green Consumer Values, although it has a weak moderating effect, imply that there may be other psychological factors that would explain the difference in compulsive buying. The study advances knowledge on psychological factors influencing consumer behavior in the digital world, particularly regarding the fear of missing out as a vulnerability that needs to be managed by businesses.

IMPACT OF DIGITAL MARKETING ON BRAND AWARENESS: A LITERATURE REVIEW

This article gives opinions as to some of the current and emerging future trends in marketing. It is written in accordance with the contemporary literature available and occurrences in the business world. The work is of an empirical nature and includes data and conclusions received through secondary research. The empirical study of the work is conducted on the basis of literature and the internet. Newspapers and magazines, articles, studies, reports, websites, online material and other related material has been reviewed. In the contemporary ever evolving world, especially in the Indian context, the phenomenon of going digital is at its best. The advancement in information technology especially in the use of the Internet has contributed greatly to the changes in the business operations and in the way business communicates with the customers. This paper focuses on digital marketing and identifies its impact on the purchase decision and brand recognition. It emphasizes the shift in the environment that marketers confront and opportunities over threats that are noticeable in the contemporary world. The paper assesses all current literature, recognition of the knowledge gaps and attempts to enhance the comprehension of how digital marketing influences consumer behavior. KEYWORDS: Digital Marketing, Brand awareness, Consumer Behavior, Social Media, Literature Review.

Revolutionizing Indian Banking: A Deep Dive into Consumer perspectives and AI Integration: Systematic Literature Review (SLR)

The goal of this research is to examine prior work on the subject of artificial intelligence (AI) integration in the banking sector of India using a systematic literature review (SLR). Using the PRISMA paradigm, this study examines the industry's and customers' perspectives on how artificial intelligence (AI) is transforming banking services. Chatbots, automated customer care, predictive analytics, and fraud detection are just a few examples of the AI applications that this study synthesizes from a wide variety of academic and business sources to highlight important trends, advantages, and disadvantages. The report emphasizes the increasing value of AI-driven ease, customization, and security, and how these technologies are transforming the user experience. But it does deal with important things like data privacy, ethical concerns, and the digital divide.. Through this analysis, the study aims to offer actionable insights into the successful integration of AI, fostering a more adaptive and customer-centric banking environment. Current research predominantly relies on descriptive analysis and secondary data sources. To advance the understanding of consumer perspectives and AI integration in banking, there is a pressing need for empirical research. This study would enrich the existing knowledge base by providing firsthand insights and how AI technologies are influencing consumer behavior and banking practices.

Reconceptualising brand transgressions in the context of sacred consumption: an institutional perspective

PurposeThis research investigates how religion uniquely influences consumer behaviour by exploring the dynamics when a brand transgression violates a religious norm. Specifically, the study focusses on the Halal consumption context, where brand transgression involves a breach of trust in Halal-certified brands. We draw upon assimilation contrast effects theory and institutional theory to examine customer responses following a religion-related transgression and identify effective recovery strategies in this unique context.Design/methodology/approachWe employed three scenario-based experiments to examine Muslim consumers’ responses following a transgression involving a Halal-certified brand. Study 1 examines the impact of a religion-related brand transgression on brand trust and behavioural intentions (relative to general brand transgression). In Study 2 and Study 3, we draw on institutional theory to highlight institutional actors’ role in influencing consumer behaviour in religion-related transgression.FindingsStudy 1 revealed that trust and behavioural intentions were significantly lower following a religion-related brand transgression compared to a general brand transgression. Further insights from Studies 2 and 3 highlighted the role of institutions in improving consumer trust and behavioural intentions after a religion-related brand transgression.Originality/valueThis research examines brand transgressions within sacred consumption, emphasising the unique triadic relationship involving consumers, brands and “The Sacred.” Unlike previous studies that predominantly address competency-based violations, this study extends beyond the conventional dyadic consumer-brand perspective to understand how brands can recover when a sacred relationship is breached. By bridging sacred consumption and institutional theory, this study offers novel insights, highlighting the importance of engaging religious gatekeepers in brand recovery efforts to restore trust and legitimacy.

AI-driven visuals: how they shape health and taste preferences in vegetarian dining

ABSTRACT This study explores the impact of AI-generated images on consumer motivation to choose vegetarian restaurants, addressing concerns about food quality, taste, and nutrition. Using Expectancy-Value Theory, two studies are conducted: Study 1 examines the effects of specific types of AI-generated images, and Study 2 investigates the interaction between image type and consumer preference on purchase intention. Results show that taste-driven consumers prefer realistic images, while health-conscious consumers favor hand-drawn ones. This research contributes to understanding AI’s role in marketing by demonstrating how different AI-generated images influence consumer behavior and preferences in the context of vegetarian dining.

Purchasing Still Wines: The Influence of Extrinsic Attributes

Aims: Purchasing wine in shops implies that the consumer makes a choice based on the extrinsic attributes of the product (eg packaging, bottle shape and design, labels and written information) rather than extrinsic information such the flavor or the taste of the wine. Various studies were undertaken in different countries and published that provide information regarding the extrinsic attributes that influence this choice. Focusing on studies addressing still wine purchasing in shops, this study aims to summarize the main attributes that intervene in the choice-making of wine for the geographical areas with high levels of consumption. Study Design: The study was based on bibliographic research and its analysis. Place and Duration of Study: The bibliographic research and analysis were conducted at the Laboratory for Research in Science of Agronomy & Biology (France) in November 2024. Methodology: Bibliographic research was conducted using Googlescholar with keywords including influence, purchasing wine, bottle, packaging. Articles addressing sparkling wine, organic wine, online purchase, tourist consumers, and studies focusing on specific generations were excluded. Results: A total of 23 articles were selected, covering the period from 2006 to 2024. The increase in the number of articles over time illustrates growing interest in the topic. A significant correlation was found between the number of articles per country and the importance of the wine market (r=.94). Regardless of the country considered among those selected, the main criterion in consumer choice was the price followed by the label (design and content), and then the bottle shape. Attributes such as the wine’s origin, vintage, and the food pairing - appreciated on the label - also influence the consumer choice. Important features of label design were identified. Conclusion: Despite the undeniable effect of cultural differences across countries, which may influence consumer behavior differently when purchasing wine, a common set of extrinsic attributes was identified for selecting still wines in shops in the selected countries. The information that should be emphasized on the label, along with its design features, was determined. These findings may help wine producers, sellers and marketers reduce packaging costs by focusing on key extrinsic attributes during the design process and emphasizing features important to consumer choice.

A SYSTEMATIC REVIEW OF SUSTAINABLE SPORTWEAR CONSUMPTION IN INDONESIA : TREND AND FUTURE DIRECTION

In recent years, sustainability has become an increasingly prominent focus in the global sportswear industry, driven by growing environmental awareness and consumer preferences. However, little research has specifically addressed the trends and drivers of sustainable sportswear consumption in Indonesia, a country marked by its unique cultural, economic, and environmental landscape. This systematic review aims to synthesize current knowledge on sustainable sportswear consumption trends in Indonesia, examining factors influencing consumer behavior, key challenges, and opportunities for future development in this sector. The researchers conducted a comprehensive literature review using primary databases (e.g., Scopus, Web of Science) to identify studies that explore the environmental, social, and economic dimensions of sustainable sportswear in Indonesia. Our analysis reveals that Indonesian consumers are gradually shifting toward eco-friendly products, yet barriers such as limited awareness, higher costs, and low market penetration of sustainable brands persist. Additionally, Indonesian culture and socio-economic diversity present unique challenges and opportunities for promoting sustainable sportswear, especially among young consumers and urban populations. The review identifies a clear trend toward environmentally-conscious consumption patterns, albeit at a slower pace compared to Western countries. Future research should focus on developing targeted marketing strategies that resonate with local values, affordability, and awareness campaigns that emphasize the benefits of sustainable consumption. The findings of this review highlight the potential for Indonesia to grow as a sustainable sportswear market, provided that efforts are made to align industry practices with consumer expectations and environmental priorities.

Digital technologies and consumer perception in the Croatian market

Today’s consumers are guided by several internal and external factors that shape their preferences when purchasing products and services. Many disruptions, such as the pandemic and legal, economic, and financial disruptions, have occurred in recent years on a global and economic level. First, the COVID-19 pandemic with numerous consequences on all aspects of human life; second, the sudden outbreak of the war in Ukraine, which shapes new international trade policies; and, finally, the accession of the Republic of Croatia to the Schengen area with the introduction of a new official currency are just some of the global events that influence consumer behavior. Under such uncertain conditions, the levels of stress, fear, panic, and anxiety are high among consumers because confidence in producers has been lost, and prices are expected to rise dramatically. The question is whether such negative perceptions could be prevented or mitigated through digital technologies that could give consumers an insight into price changes during crises and help them overcome or even mitigate the fear of reduced purchasing power. This paper explores consumer perceptions of how the COVID-19 pandemic, the war in Ukraine, and a new currency have influenced consumer behavior, whether they have changed it, and to what extent. The research also examined how consumers’ negative perceptions can be mitigated by applying digital solutions. The second part of the paper presents empirical results collected through detailed research to complement the theoretical background with practical data.

Influence of Green Marketing Strategy and Brand Image on Purchase Decision with Mediation of Purchase Intention (Case Study on Healthy Food Products Matoh Cassava Chips in Bojonegoro Regency)

This study aims to describe the application and influence of Green marketing strategy and Brand image on purchase decision through purchase intention and the right strategy for marketing Matoh Cassava Chips. The method used is quantitative with a sample of 80 consumers of Matoh Cassava Chips in Bojonegoro Regency, the sample is determined by accidental sampling, data obtained using a questionnaire. The data analysis technique in this study uses descriptive analysis and Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis to test the hypothesis and determine the influence between variables. The results of the analysis show that the implementation of green marketing strategies and overall brand image has a high category, there is a significant influence of exogenous variables on purchasing decisions, purchase intention significantly mediates the influence of both on purchasing decisions, and makes marketing strategies that combine these two factors an effective approach in influencing consumer behaviour. So from these results it can be concluded that Green marketing strategy and Brand image have a significant effect on purchase decisions, as well as purchase intention which is able to significantly mediate this influence.

The Role of YouTube in Shaping Brand Identity: An Indian Perspective

This research paper explores the pivotal role of YouTube in shaping brand identity within the Indian market, a landscape characterized by its cultural diversity and rapid digital transformation. With over 500 million active users, YouTube has evolved from a mere video-sharing platform to a significant marketing tool that influences consumer behavior and brand perceptions. The study investigates how brands leverage YouTube through storytelling techniques, influencer collaborations, and interactive content to create authentic and relatable brand images. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to analyze consumer engagement, brand loyalty, and the effectiveness of tailored content strategies. The findings reveal that brands utilizing storytelling techniques experience significantly higher consumer engagement and loyalty compared to those that do not. Additionally, the presence of influencers positively impacts brand perception and consumer trust, while culturally tailored content enhances brand recognition among diverse Indian audiences. This paper contributes to the existing body of knowledge by providing insights into effective brand management practices on YouTube, highlighting the importance of understanding cultural nuances and digital marketing strategies in establishing a strong brand identity in India.

Reframing the value proposition for sugar brands: Policy, regulation, and consumer behavior in the Spanish Retail Market

The objective of this research paper is to investigate potential avenues for value creation in the refined sugar market for domestic use, a market currently facing a critical juncture. The growing concerns about the health impacts of sugar have resulted in a notable decline in demand. Furthermore, changes in European Union regulations have introduced additional operators into the Spanish market, increasing competition and amplifying the need for innovation. This study examines how brands can respond to these challenges by enhancing their value proposition through market segmentation, targeted marketing strategies, and adaptive packaging solutions. To achieve this objective, we have conducted market research, which involved an in-depth interview, and a questionnaire distributed to 402 individuals responsible for household purchases. The findings suggest potential approaches for addressing the needs of consumers with a focus on health and well-being, while simultaneously enhancing the durability of products, thus facilitating greater brand differentiation. Furthermore, the study underscores the pivotal role of public policies and regulatory frameworks in influencing consumer behavior and market dynamics. Policies promoting sugar alternatives, labelling requirements, and packaging innovations have been demonstrated to impact brand strategies and consumer preferences. By aligning with these policy-driven shifts, companies can enhance their positioning in a mature and competitive market. This research contributes to the existing literature on brand value in commodity markets by integrating insights into the impact of regulation and consumer segmentation. Our recommendations emphasize the importance of marketing strategies that are informed by an understanding of the policy context, which not only enhances brand equity but also promotes sustainable growth in the retail sugar industry.

The Influence of the Code of Ethics and Corporate Social Responsibility on Consumer Buying Behaviour

Objective: To analyze the impact of Corporate Social Responsibility (CSR) on organizational reputation and assess how codes of ethics influence consumer behavior. Theoretical Framework: This study examines CSR principles, focusing on aspects like ethical labor practices, community development, and environmental sustainability. It includes an exploration of "Greenwashing," a practice where companies promote sustainable values without significant eco-efficient actions. Method: A survey was conducted with 230 Portuguese consumers to evaluate their awareness and perceptions of CSR and ethical practices in organizations. Results and discussion: Findings indicate that CSR and ethical behavior are important to consumers when making purchase decisions. While many participants value CSR, there is limited awareness about Greenwashing among Portuguese consumers, highlighting a need for better consumer education on corporate environmental claims. Research Implications: This study underscores the importance of transparency and genuine CSR efforts in shaping consumer trust and brand reputation, and highlights the influence of CSR on consumer purchasing behavior. Originality/value: This research provides insights into Portuguese consumer perspectives on CSR and ethical codes, contributing to understanding the importance of CSR in corporate reputation management. It also offers new data on Greenwashing awareness among consumers.