Influence Consumer Engagement Research Articles

The influence of virtual community platform attributes on Chinese luxury consumers’ purchase intention: The role of policy innovation in digital infrastructure

This research examines the influence of virtual community platform attributes on luxury consumers’ purchase intentions, with a specific focus on the role of policy innovation in digital infrastructure. The study aims to 1) identify key factors affecting purchase intentions toward luxury products in virtual environments; 2) develop and validate a structural equation model to analyze these intentions; and 3) provide actionable insights for luxury goods marketers to refine their strategies within these platforms. Utilizing a structural equation model, the study investigates the interactions among various determinants of consumer behavior in virtual communities, highlighting the impact of policy innovation. Data was collected through purposive sampling from 1142 respondents in China’s top 10 high-spending cities on luxury goods, ensuring data relevance. The findings emphasize the significance of knowledge sharing, interactive communication, and leaders’ opinions in virtual communities in building consumer trust and shaping perceptions of online reviews. These elements influence purchase intentions directly and indirectly, with consumer trust serving as a crucial mediator. The study reveals the substantial impact of virtual community attributes on fostering consumer trust and shaping buying decisions for luxury items, underlining the contribution of social development processes. Moreover, the role of policy innovation is found to be significant in enhancing these virtual community dynamics, suggesting that regulatory changes can positively influence consumer engagement and trust. The conclusions offer valuable implications for marketers, proposing strategies to boost consumer engagement and drive sales in virtual settings. This research contributes to the theoretical understanding of digital consumer behavior and provides practical strategies for innovation and growth within the luxury goods sector, emphasizing the critical role of policy innovation in shaping these dynamics.

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

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

Sustainable food packaging: engagement through the public discourse on social networks

Purpose This study aims to examine the public discourse on sustainable food packaging, evaluating the main characteristics of that discourse and how risk and analytical message content influence consumer engagement. Design/methodology/approach The authors use two studies with databases built from messages posted on Twitter (now X). Study 1 explores the discourse of sustainable food packaging by conducting a content/sentiment analysis. Study 2 examines more than four million messages posted by or mentioning the world’s most relevant food companies. Hypotheses are tested through censored regression analyses. Findings The results show that plastic is the term that can better classify how we talk about sustainable food packaging. The authors also show that food packaging messages related to sustainability, compared to those not related to sustainability, are composed using more analytical language, contributing to generating greater engagement. Moreover, social network users remain skeptical about food companies, as the latter messages on packaging sustainability generate less engagement (likes + retweets) than when other users post these messages. Originality/value This study addresses important points in the public discourse on social networks about the sustainability of food packaging and its language features. First, the data are representative of the food market with posts from leading worldwide food companies. Second, identifying the hot topics of the discussion on sustainability packaging on social media provides a new perspective on how companies and society view sustainable food packaging. Third, the authors show how the source of the message moderates the impact of sustainability on engagement.

Novelty vs. trust in virtual influencers: exploring the effectiveness of human-like virtual influencers and anime-like virtual influencers

This research explores influencer trustworthiness and stimulus novelty as important paths for the effectiveness of virtual influencers. We compare human-like virtual influencers (HVIs) and anime-like virtual influencers (AVIs) operating either with sponsorship disclosure or non-disclosure. In two experiments, we found that HVI (vs. AVIs) produced higher content engagement and purchase intent via greater influencer trustworthiness only when sponsorship was not disclosed. Upon disclosure, the advantage of HVIs over AVIs disappeared. We also found that the influencer’s status, whether mega or micro, significantly moderated the influence of sponsorship disclosure. Perceived novelty of AVIs are consistently higher than HVIs, and perceived novelty mediates the effect of the AVIs (vs. HVIs) on content engagement, but only when sponsorship was disclosed. These findings offer important insights into how virtual influencers may influence consumer engagement and purchase decisions.

Authenticity in TikTok: How content creator popularity and brand size influence consumer engagement with sponsored user‐generated content

AbstractThis research examines how sponsored user‐generated content influences consumer engagement on TikTok across three studies. In the first study, we demonstrate that when content creators endorse brands through sponsorship, they are perceived as less authentic. This perceived lack of authenticity, in turn, reduces consumer engagement with brands. In the second study, we show that the influence of sponsorship on consumer engagement is moderated by the content creator's popularity, as reflected by their follower count. Specifically, the negative effect of sponsorship on consumer engagement is observed only among popular creators with large followings, while less popular creators do not experience the same negative impact. In the third study, we show that for popular creators, sponsorship can enhance consumer engagement when the endorsed brand is perceived as small, compared to when it is perceived as large. Together, these findings extend our theoretical understanding of how sponsored user‐generated content shapes consumer engagement on TikTok. Additionally, our research provides valuable insights for brand managers aiming to develop effective digital marketing strategies and for content creators looking to optimize engagement with their audience.

Text mining analysis of retail and consumer service leaders' sustainability narratives: Are they actually true?

This study investigates the relationship between the sustainability narratives of retail and consumer services leaders and their actual sustainability practices, with a focus on the impact of these narratives on consumer perceptions and engagement. Firm-generated content (FGC) has become a significant factor influencing consumer reactions, especially in the context of sustainability claims within the retail and consumer services sectors. Our research examines the alignment of linguistic and communicative elements in sustainability communications with the actual sustainability performance of companies employing a multifaceted analytical approach including content/theme analysis, sentiment analysis, emotion detection, and readability assessments. The findings reveal that thematic content related to sustainability, emotional engagement strategies, and the clarity of communication are shown to play vital roles in enhancing consumer trust and engagement with retail and consumer services firms. Moreover, readability and polarity are critical in shaping consumer perceptions of authenticity and reliability in sustainability narratives. The study underscores the importance of transparency and authenticity in sustainability communications, demonstrating that effective messaging can significantly influence consumer engagement with retail and consumer services firms. By bridging the gap between sustainability narratives and actual practices, the research contributes to a deeper understanding of strategic communication's role in fostering sustainable consumer behavior and trust in the retail and consumer services sector.

Consumer engagement on social media: an analysis of brand post characteristic combinations

ABSTRACT Given the increasing importance of using social media to maintain consumer engagement, brands design posts using different characteristics that interact with each other to generate combination, which jointly influence consumer engagement. A methodological innovation is presented in which rough set theory is employed to analyse single and combined effects of brand post characteristics on consumer engagement on the Sina Weibo platform. Diverse characteristic combinations are shown to affect consumer engagement at varying intensities. The method is complementary in confirming single and combined effects of post characteristics. The research strengthens the understanding of consumer engagement based on characteristic combination perspective and helps to provide more effective reference to formulate social media marketing strategies owing to being closer to the real-world situation faced by brands.

Perfectly Imperfect: How Body-Positive Advertisements in Social Media Foster Consumer Engagement

While brands are working to break down beauty stereotypes and employing body-positive advertisements to foster consumer engagement, empirical research on the influence of body-positive advertisements is scarce. This research integrates the literature on body positivity and gender-role stress theory to examine, across two studies, how and when body-positive advertisements influence consumer engagement. Our results indicate that consumers’ responses to body-positive (versus thin-ideal) advertisements lead to greater engagement with the brand when gender-role stress is high (versus low). Notably, body-positive explicit and implicit advertising strategies increase engagement, with implicit strategy fostering greater engagement than explicit strategy. Furthermore, we show that consumers’ perceived brand authenticity is the psychological mechanism underlying the impact of body positivity on consumer engagement. These findings advance the literature on body image in advertising and offer marketers a better understanding of the use of body-positive advertising strategy in their marketing and communication campaigns.

Staying competitive in the era of digital technology: The importance of using social media

Using social media via electronic devices and Internet connection has become a part of life in the current day. This is altering how individuals look for information to satisfy their requirements. These modifications affect marketing activities and styles. The marketing strategy becomes simpler, and product options adjust to client wants. Social media platforms provide network connectivity that allows organizations and consumers to participate in marketing and sales activities in online communities. Using social media leads to broad social bonds and builds an environment that can influence consumer engagement. Through social media networks, online stores increase product sales and have an impact on improving small and medium enterprises (SMEs) performance. However, some studies found that social media did not cause customers to return to shop at the same online store. Therefore, this study proposes using social media mediated by the value of social commerce services. We tested this research on 215 SMEs in Indonesia who conduct online promotions and sales using social media. The goal is to analyse the benefits of using social media and the intention to buy back at the same online store to improve the performance of SMEs. Statistical analysis is based on data collected through survey questionnaires using the partial least square (PLS) method to test hypotheses.

Towards The Intangible Cultural Heritage Marketing: Factors Affecting Consumption Intention Of Ramie-Fabric Products

In the context of sustainable consumption and the preservation of intangible cultural heritage (ICH), this study provides a nuanced exploration of consumer intentions towards ramie fabric products, a symbol of traditional Chinese craftsmanship. This study aims to elucidate the complex factors that influence consumer engagement with ramie fabric, highlighting its environmental and cultural importance. Adopting a rigorous quantitative approach, this study analyzes 638 valid responses from an initial distribution of 800 questionnaires. A multi-faceted analysis approach is utilized, encompassing descriptive statistics, Exploratory Factor Analysis, and Structural Equation Modeling (SEM) coupled with path analysis. Key findings reveal that functional value, social value, emotional value, epistemic value, conditional value, social identity, and attitude significantly sway consumer intentions. Crucially, this study reveals the mediating role of attitude and social identity, illustrating how these constructs bridge the gap between the intrinsic values associated with ramie fabric and the ultimate consumption intentions. Theoretically, this study enriches the discourse on ICH and sustainable consumer behavior, offering nuanced insights into the consumer dynamics surrounding ramie fabric products. Practically, it underscores the imperative of embedding cultural and environmental considerations in marketing strategies to enhance consumer engagement. Furthermore, by advocating for a synergistic approach among consumers, cultural inheritors, and the marketplace, this study delineates actionable pathways for leveraging ramie fabric's unique allure in championing sustainability and cultural heritage conservation.

CrossFit Games: A Case Study of Consumer Engagement on Social Live-Streaming Service Platforms

Social media platforms offer a direct channel for broadcasting live content to followers, emphasizing the immediacy of interaction. Social live-streaming services present a unique opportunity for niche sport organizations to engage with their communities in real time, providing new opportunities for interaction and engagement. This paper employs a case study of the 2022 CrossFit (CF) Games to understand how social live-streaming services influence consumer engagement in niche sports. Using an online survey and content analysis, the study finds that viewing the CF Games inspires participation and that viewers with a stronger connection to CF are less likely to engage in chat functions. These insights highlight the potential for niche sports to leverage social live-streaming services for enhanced engagement, offering a viable alternative to traditional broadcasting. Although the focus is on CF, the findings may provide valuable lessons for other niche sports facing similar challenges in visibility and audience engagement.

Peran Sosial Media dalam Perkembangan Pemasaran Digital : A Systematic Literature Review

The main problem in marketing communications is the communication channels that can be used in marketing programs. The purpose of this research is to answer the question of how the role of social media Instagram on the development of digital marketing. This research applies the Systematic Literature Review method. Based on the results, the researcher found 136 Scopus articles in a search using Publish or Perish and the help of other applications such as Zotero, Mendeley, VOSViewer, and Microsoft Excel which were then filtered into 55 selected articles for descriptive analysis. The findings show that social media Instagram has contributed to the development of digital marketing. Social media Instagram has played a role as a marketing communication medium, increasing brand awareness, influencing consumer engagement and behavior, and generating data that supports marketing strategies.

A Literature Review on Persuasive Communication: Utilising Elaboration Likelihood Model to Understand Consumer Engagement on Social Media Platforms

The public’s consumption of social media has experienced a significant increase. This trend encourages marketers to use social media platforms to market their business and boost consumer engagement. Though studies have been conducted on the public’s consumption of social media and several theories anticipating consumer behaviour, motivation, and technological adoption have been developed, research into the relationship between marketing and promotional communications and consumers’ attitudes and choices has been limited. For example, the Elaboration Likelihood Model (ELM), which is a reasonable and viable model capable of explaining disposition and conduct in influential marketing communication, has remained unnoticed by researchers. The purpose of this study was to ascertain whether persuasive messages used in social media marketing could effectively increase consumer engagement (CE) using ELM. This research employed the search terms ‘elaboration likelihood model, consumer engagement, and social media’ on a Scopus-indexed academic database, dated from 2018 to 2023. A total of 16 articles were selected following a screening stage. The administered systematic literature review suggests that ELM provides a hypothetical direction to arranging online entertainment content angles (i.e., focal and fringe signs) and recognising the variables that influence consumer engagement. A greater understanding of how to build consumer engagement on social media platforms through ELM can give insight into developing effective strategies for marketers. Future research can use the current study to improve research on social media and consumer engagement by using and expanding ELM.

ANALISIS PERILAKU KONSUMEN PADA REPEAT PURCHASE DECISION DALAM TRANSAKSI DI E-COMMERCE (STUDI PADA KONSUMEN TOKOPEDIA)

This research explores the behavior and decision-making process of consumers when they make purchases in the E-commerce industry. The primary objective of this thesis is to focus on understanding the underlying reasons why consumers buy certain products, how much they are willing to pay for them as well as the impact of content marketing on consumer engagement, customer loyalty and what factors influence their purchasing decisions In Tokopedia, one of Indonesia's top e-commerce platforms through a quantitative survey of Tokopedia users. The research methodology involved a quantitative approach, with a survey distributed to 100 Tokopedia customers who have experienced content marketing activities with a Likert scale of 1-4. The research contributes to the understanding of content marketing effectiveness in the e-commerce industry and provides insights for practitioners to develop effective marketing strategies. According to the research, content marketing boosts repeat purchase behavior by favorably influencing consumer engagement and loyalty. The study also gives a framework for evaluating the efficacy of content marketing and determines the content kinds that Tokopedia's users respond to the best.

The Impact of Corporate Image on Consumer Engagement in Sustainable Consumption


 
 
 
 In order to raise public awareness of sustainability, companies need to take an important step towards sustainable consumption. A positive corporate image can help consumers to change their consumption habits and promote sustainable consumption. Corporate social responsibility becomes important in the context of corporate image, showing how companies themselves contribute to solving social, economic and environmental problems. Corporate image – what consumers think of a company – can influence consumer engagement in sustainable consumption. The objective is to determine the impact of corporate image on consumer engagement in sustainable consumption. The results showed that a positive corporate image can lead to consumer satisfaction and long-term customer retention, i.e. loyalty, indicating a positive consumer engagement with sustainable consumption. Consumer engagement in sustainable consumption is not only determined by a positive corporate image together with CSR, but also by the external and internal environment of consumers
 
 
 

Investigating the role of rational and emotional content towards consumer engagement and EWOM intention: Uses and gratification perspectives

This study aims to examine the role of rational and emotional content in social media on consumer engagement and EWOM intention. The population of this research is e-commerce social media users with a total sample size of 394 respondents using the purposive sampling technique. The Partial Least Square-Structural Equation Model (PLS-SEM) is used to test the research hypothesis. The results of the study revealed the role of rational and emotional content in influencing consumer engagement but did not affect EWOM intention. Consumer engagement affects EWOM intentions. The study’s findings support consumer engagement which is proven to mediate the relationship between rational and emotional content and EWOM intention. Social media marketing practitioners use rational and emotional content types on their brand pages in order to gain engagement and EWOM from social media users.

Overview of factors influencing consumer engagement with plastic recycling

AbstractMany semi‐durable and durable consumer goods are composed of plastic. Yet, plastic pollution is one of the most pressing environmental issues as it harms oceans and marine biodiversity. This state of affairs is worsened because plastic recycling rates remain low. Therefore, one commonly proposed solution is to improve plastic waste management to create a circular plastics economy. However, focusing on recycling management alone overshadows the consumption component and how consumers might contribute to recycling efforts. Although not alone in the overall recycling process, consumers are critical stakeholders in this because through their disposal behavior, they determine the responsible discarding of plastic through recycling. The significance of consumer engagement in driving circularity has been strongly emphasized in extant research and practice. Shifting from a linear plastic economy toward a circular one requires the active contribution of all stakeholders, especially the consumer. Hence, given the centrality of consumers' role, this paper provides an overview of the themes related to consumer engagement with plastic recycling. More specifically, the paper reveals three layers of influence on consumer plastic recycling behavior: (1) macroenvironmental factors, (2) situational factors, and (3) individual factors. This review provides scholars, practitioners, and decision‐makers with better insights into the themes to consider in order to spur consumer engagement in plastic recycling.This article is categorized under: Human and Social Dimensions > Behavioral Science Emerging Technologies > Materials Climate and Environment > Circular Economy

How Mobile Health Livingstreaming Engages the Consumer-Insights from a Dual-Process Model

Mobile health livestreaming has rapidly grown and become a popular platform for consumers to receive sustainable health consultation services. However, the factors influencing consumer engagement in this context still need clarification. To address this gap, we propose a framework based on dual-process theory, which suggests that cognitive mechanism and affective mechanism are two pathways that can cultivate consumer engagement in mobile health livestreaming. Using data from 499 Chinese consumers and the partial least squares structural equation modeling (PLS-SEM) approach, we empirically corroborated our framework. The results show that perceived intelligence significantly predicts consumer engagement, while concentration is positively associated with consumer engagement. Our results also indicate that concentration moderates the relationship between perceived intelligence and consumer engagement. In addition, mobile health livestreaming features can activate the two mechanisms. Perceived synchronicity and perceived vicariousness have a significant influence on perceived intelligence, while arousal and affinity are positively associated with concentration. This study carries considerable implications for the industry in support of promotional policies to engage consumers in mobile health livestreaming.

Foundations of consumer engagement with social media influencers

This article is a systematic review of recent and relevant journal articles on consumer engagement with social media influencers using the PRISMA protocol. The review in this article reveals several noteworthy findings pertaining to the factors (antecedents) influencing consumer engagement with social media influencers who subsequently affect consumer behaviour toward the brands promoted and used by social media influencers (outcomes). In terms of antecedents, this article finds that consumers may engage with social media influencers due to: 1) brand-related reasons such as brand placement; 2) influencer-related reasons such as attractiveness, authenticity, content, credibility, endorsement, expertise, opinion leadership, originality, relatability, and trustworthiness of the influencer; 3) social-related reasons such as social influence and word-of-mouth. In terms of consumer engagement, this article finds that consumers engage with social media influencers in four ways, namely clicking, commenting, liking, and sharing the posts of social media influencers. In terms of outcomes, this article finds that consumers' engagement with social media influencers can influence their attitude, awareness, credibility perception, loyalty, purchase intention, relationship, responses and trust toward brands. Implications and future research directions conclude this article.

Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach

Digital technologies have dramatically changed business practices and consumer buying behavior. This study integrates artificial intelligence technology, consumer engagement on social media, conversion rate optimization, and satisfying consumer experience to examine consumer repurchase intentions in the hospitality industry. Data was collected from 308 hotel customers from different regions of Oman who had an online hotel booking experience. SmartPLS was used to examine the data and proposed hypotheses. The findings of this study revealed that artificial intelligence technology positively influences consumer engagement on social media and conversion rate optimization. Similarly, consumer engagement on social media and conversion rate positively influence satisfying consumer experience, leading to increased consumer repurchase intentions. Finally, consumer habit positively moderates the relationship between satisfying consumer experience and repurchase intention. This study facilitated the understanding of artificial intelligence technology to influence consumer engagement on social media and conversion rate to boost consumer satisfaction and repurchase intention and offers suggestions for developing impeccable service business strategies. Marketers must think about making posts more interesting through videos, images, and animations, which will satisfy consumers, ultimately boosting their desire to use, share, and generate content on social media platforms for hospitality organizations.