Influence Consumer Behavior Research Articles

The Role of Halal Certification and Online Advertising Strategies in Shaping Consumer Demand in the Digitalization Era

In the rapidly evolving era of digitalization, the roles of halal certification and digital marketing strategies are increasingly influencing consumer behavior and their demands for products and services. This article aims to unveil the pivotal roles of halal certification and digital marketing strategies in shaping consumer preferences in the digitalization era. Halal certification has become a crucial factor in meeting the needs of consumers who are becoming more conscious of religious and health aspects in their products and services. On the other hand, changes in technology and consumer behavior have opened new doors for digital marketing, especially through online platforms and social media. This article dissects how halal certification impacts consumer purchasing decisions in the digital environment and how digital marketing strategies can be employed to enhance awareness and understanding of halal products. By analyzing the impact of the combination of these two factors, this article provides deep insights into how the roles and interactions between halal certification and digital marketing strategies affect consumer demands in the current digitalization era. The findings of this research have significant implications for companies aiming to meet the diverse and discerning demands of consumers. With a better understanding of how halal certification and digital marketing can work together, companies can design more effective strategies to reach and retain consumer preferences in a competitive and ever-changing business environment.

Assessing the Factors Influencing Consumer Behaviour in E-Commerce Platforms

This paper examined the various factors proposed in the literature that have potential to impact consumer behaviour within the context of e-commerce platforms. The field of consumer behaviour involves the analysis of the actions and reactions of individual consumers in response to business practises. This is particularly pertinent within the realm of e-commerce and online retail, as they differentiate themselves from traditional commerce by virtue of their unique functionalities and characteristics. It is worth noting that e-commerce has the ability to distinctly impact consumer behaviour. By employing questionnaire surveys to gather data and evidence, followed by conducting various forms of analysis such as descriptive and inferential analysis, we have ascertained that consumer behaviour can be positively influenced by factors such as sales and promotion, a favourable reputation of the e-commerce retailer, and a satisfactory user experience. This study has effectively identified the distinctive factors that empower e-commerce retailers to exert influence over consumer behaviour. It is suggested that these findings possess the potential to contribute significantly to the current body of knowledge on e-commerce retailing.

Revitalizing Real Estate Professionalism: Assessing the Impact of RERA on Channel Partners in India

In the dynamic landscape of the 21st-century real estate market, factors such as the paradox of choice and technological advancements significantly influence consumer behavior. To extend their services to a broader customer base, developers, builders, and marketing partners in the real estate sector are establishing intermediaries and efficient channels. For an extended period, the Indian real estate market operated without regulations, exposing buyers to unfair dealings, malpractices, and biased transactions facilitated by channel partners. The Real Estate Regulatory Act (RERA) was enacted in 2016, introducing robust guidelines to protect the interests of real estate buyers. This study delves into the transformative impact of RERA on channel management within the Indian real estate sector and its implications for real estate transactions. Drawing insights from a survey of 200 respondents who have purchased houses, the findings underscore the positive influence of RERA on the professionalism of channel partners. This impact manifests in heightened transparency, accountability, and ethical practices in real estate transactions. The research reveals an increased confidence among buyers in engaging with channel partners for real estate transactions. In contributing to the existing body of literature on RERA, this research emphasizes the pivotal role of professionalism and ethical practices among channel partners in ensuring the sustainable growth of the real estate industry in India.

An Assessment of the Impact of the COVID-19 Pandemic on Consumer Behavior Using the Analytic Hierarchy Process Model

Consumer behavior is dynamic and can shift rapidly due to various factors. The COVID-19 pandemic introduced unprecedented market disruptions, prompting unique consumer reactions. Our foundational study dissected factors affecting consumer habits, laying the groundwork for a focused analysis of how individual consumption was impacted during the pandemic. Significantly, psychological influences emerged as a key determinant of consumer behavior in our prior findings, leading us to centralize the pandemic’s effect in our recent research. We undertook this analysis using data from 559 participants from the Republic of Croatia. Utilizing the Analytic Hierarchy Process (AHP), typically applied in analyses of decision making in businesses, we ranked the influences on consumer purchasing patterns amidst the pandemic. Our findings underscored the profound influence of these factors on consumer behavior and the resulting implications for sustainable development. This highlights the urgency for businesses to adopt flexible strategies that also support overarching sustainability objectives. The objective of the study is to analyze the impact of the pandemic on individual consumption and to understand the key psychological factors influencing consumer behavior. The main contribution of this work is the identification and ranking of pandemic influences using the AHP model, as well as understanding the implications of these behavioral changes for future planning.

THE INFLUENCE OF ONLINE VIDEO CONTENT ON TIKTOK SHOP CONSUMER BEHAVIOR

This research aims to analyze the influence of online video content on consumer behavior in the Tik Tok Shop context. With the increasing popularity of Tik Tok as a social media platform focused on video content, the question of how video content influences consumer behavior has become relevant. The research results show that there is a significant correlation between online video content presented on Tik Tok Shop and consumer online shopping behavior. Interesting, informative and creative video content tends to increase consumer interest in purchasing the product or service being promoted. In addition, this research also identified that Tik Tok's special features, such as duets, challenges, and live streaming, have a significant impact in increasing consumer engagement. Utilization of these features by sellers can increase interactions with consumers, which in turn can influence purchasing decisions. In conclusion, online video content has an important role in shaping consumer behavior at Tik Tok Shop. Therefore, sellers and marketers need to understand the importance of creating engaging and creative content to achieve their marketing goals on these platforms.

The Impact of Consumer Behavior and Product Innovation on Enterprise R&D Decisions in a Macroeconomic Environment

With the intensification of market competition and the continuous progress of technology, enterprise R&D decision-making is becoming more and more important to the development of enterprises. Enterprise R&D decision-making involves product R&D direction, R&D investment, technological innovation and other aspects, which directly affects the market competitiveness of enterprises. However, the R&D decision of enterprises is influenced by many factors, such as market demand, consumer preference, competition pattern, product innovation and macroeconomic environment. These influencing factors affect the formulation and implementation of R&D decisions of enterprises to varying degrees. This paper discusses the influence of consumer behavior, product innovation and macroeconomic environment on enterprise R&D decision. Through the analysis of these influencing factors, the corresponding development suggestions are put forward to help enterprises better cope with these influencing factors and formulate more scientific and reasonable R&D strategies.

Consumers' purchase behavior reactions: a focus on the steady devaluation of currency, compounding increase in inflation rates in Egypt

PurposeThis study investigates consumer purchase behavior during the steady devaluation of currency, which led to increase in inflation rates in Egypt.Design/methodology/approachThis study collected and analyzed numerical data to test the causal relationships found among the research model variables. Administrated questionnaires were distributed March 2023 in cross-sectional timeframe in several visits to hypermarkets, supermarkets and grocery stores in Cairo and Alexandria, applying nonprobability sample. Structure equation model path analysis was used to test the hypotheses.FindingsThis study shows compulsive buying, sense of anxiety, value shopping, attitude toward private label, attractiveness of local brands and materialistic behaviors impact consumers' acceptance of alternative brands; compulsive buying, sense of anxiety and materialistic behaviors impact the continuance of purchasing accustomed brands.Practical implicationsRetailers, government and policymakers can use this study as a guide to know how consumers react during times of high prices so to provide solutions to their needs. Policymakers should take into account the findings in managing the economy.Originality/valueThis study shows the effect of inflation on consumer spending to contribute to the body of knowledge in literature on the factors that influence consumer behaviors. A model was developed to frame the possible manners that might surface among consumers during times of high inflation; it reflected whether compulsive buying, sense of anxiety, value shopping, attitude toward private label, attractiveness of local brands and materialistic behaviors impact consumers acceptance of alternative brands and/or the continuance of purchasing accustomed brand.

Redefinisi Keputusan Konsumen dalam Jasa Transportasi Online: Menilai Faktor Kemudahan, Kepercayaan, dan Harga di Ekosistem Grab


 
 
 
 Research Objectives: This research was conducted to see how far trust, price, and ease of service features offered by marketers can influence purchasing decisions to use Grab services among STIE Panca Bhakti Palu students. High competition in online transportation, requires you to survive with many online transportation services that continue to increase by improving the services and promotions provided to consumers and creating trust.
 Design/Method/Approach: The design of this research is explanatory research using qualitative and quantitative data using non-probability sampling in the form of accidental sampling with 80 respondents. The analysis tool uses multiple linear regressions and a quantitative research approach.
 Research Findings: The results of the study show that there is a significant and positive influence between trust, price, and ease of service features on purchasing decisions simultaneously, but on the other hand, partially testing only the ability of service features to influence the decision of users of grab transportation services, while trust and price have no effect.
 Theoretical Contributions and Originality: Trust and Security Theory; This theory highlights the importance of trust and security in influencing consumer behavior.
 Practical Implications: According to the results obtained from the responses of service users such as students, prices can be cheap or vice versa, but the convenience of the services provided is the biggest effect on consumer trust.
 Limitations of Research: This research has a limited scope in that the sample is only among students and not broadly representative of the wider community.
 
 
 
 

Psychological factors influencing consumers

This paper deals with the issue of psychological factors that influence consumer behaviour and therefore have an impact on demand formation. The paper summarizes existing research studies in the field of social psychology and places these studies in the context of economics, consumer decision making. The paper also highlights the founder of the Bata company, Tomas Bata, who built a multinational shoe company in the 1920s and who intuitively applied rules in the management system for which psychologists only found a scientific explanation in the second half of the 20th century and which did not fully develop into behavioral economics and neuroleadership until the first two decades of the 21st century, 100 years later.

Impact of social media on Youth: Comprehensive Analysis

The advent of social media has revolutionized the way youth communicate, express themselves, and interact with the world. This study explores the multifaceted impact of social media on young individuals, considering both the positive and negative effects of social media on youths, and provides a solution. A thorough examination of relevant research and existing literature, this study aims to shed light on the influence social media has on various aspects of youth’s lives. The positive impact of social media on youth is evident in enhanced communication and connectivity, fostering a sense of community and belonging. Social media platforms provide a wealth of information and educational resources, allowing young people to access diverse perspectives and knowledge. Moreover, it has become a powerful tool for raising social awareness, encouraging activism, and promoting positive causes, empowering the youth to be change-makers in their communities. However, alongside these benefits, social media also presents several negative consequences for youth. Excessive use can lead to mental health issues, including anxiety, depression, and feelings of inadequacy, exacerbated by the culture of comparison and unrealistic standards prevalent on these platforms. Cyberbullying and privacy concerns pose serious risks to young individuals, impacting their emotional well-being and safety. This abstract delves into the ways social media affects various aspects of youth’s lives, including education, self-expression, identity formation, and career development. It highlights the potential for distraction and the impact on academic performance due to excessive usage. Additionally, the role of social media in shaping body image concerns and influencing consumer behavior among youth is addressed. By examining the role of parents, educational institutions, and society in guiding and managing the use of social media among youth, this abstract emphasizes the importance of promoting responsible digital citizenship.

From tech to touch: self-concept and testimonials in AR try-on versus website

PurposeOne of the main challenges that brands face is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze consumers' self-concept and testimonials through an augmented reality (AR) try-on app versus a website.Design/methodology/approachAn online survey was conducted with 222 participants, in which they were randomly exposed to two scenarios: AR try-on app or website experience and positive versus negative reviews presence.FindingsThe findings indicate positive effects of ideal self-congruence on purchase intention and confidence in fit. Low self-esteem consumers experience greater ideal self-congruence using AR when compared to the website. Confidence in fit partially mediates between ideal self-congruence and purchase intention. Higher levels of diagnosticity of reviews conduct to higher levels of purchase intention.Originality/valueThis study contributes to interactive marketing by exploring the effect of appearance self-esteem in the relationship between AR app versus website and ideal self-congruence and how this influences consumer behavior. In addition, the study also emphasizes the role of testimonials in shaping consumer intentions.

Influence of social media influencers and testimonials on consumer attitudes and purchase decisions for Scarlett Whitening products

Product marketing through influencers on social media is a new phenomenon in the marketing industry. Therefore, marketing through social media is carried out by a company to reach a certain target market through people who have great influence on social media or are called influencers. These influencers are adjusted to the values of the product to be marketed in order to find suitable potential customers. Influencers will also provide new information and demonstrate their skills to influence consumer attitudes or behavior in making purchasing decisions. Apart from influencers, there are also testimonials that are used to attract customers to make a decision before making a purchase. These testimonials are real evidence shared by consumers who have felt satisfied or disappointed with the products or services they bought on social media. The method used in this study is data collection in the form of a questionnaire given to 56 respondents by providing structured questions, and using variable data, namely data on the dependent variable (Y) and the independent variable (X). The results of data processing obtained from 56 respondents who are USI economics students who use social media, it can be concluded that social media influencers and testimonials of a beauty product called Scarlett Whitening are quite significant in influencing consumer behavior and determining consumer satisfaction. Because the results of the percentage of answer scores that each indicator have are in the strong category, namely 3.24% for the influencer variable, 2.98% for the testimonial variable, and 3.23% for the consumer behavior variable.

CONSUMER BUYING PROCESS FOR COSMETICS – AN ANALYSIS

Investigating consumer buying habits about cosmetic products was the primary goal of this particular study. The country's cosmetics and lifestyle industry has proliferated during the last few years. The factors influencing consumer behaviour include personality, perception, attitude, physical traits, pricing, and others. Consumers in India have seen a considerable increase in their purchasing power and disposable income over the past ten years, resulting in significant growth in this business. We found that various preferences exist among cosmetic consumers and that things like age, gender, and frequency of purchases influence these choices. Strategic marketing campaigns that are specifically aimed at the 25- to 34-year-old group are necessary. According to the study's findings, several factors, such as demographics, preferences for in-person or online shopping, and the interaction of rational and emotional factors, significantly influence people's decisions to buy cosmetics. In addition to considerations of price and brand reputation, environmental conscience is becoming more and more correlated with this decision-making process. The harmonious integration of superior products, public trust, and individual values fosters brand loyalty. Because social media, particularly through influencers, is a major factor in creating consumer attitudes, businesses must use these platforms to create enlightening and honest content for consumers looking to make informed cosmetic purchases. Keywords- Consumer Buying Process, Consumer Buying Model, Brand Image, Cosmetics and Influencing

ДНК ТА ПІРАМІДА БРЕНДУ ЯК СКЛАДОВІ МАРКЕТИНГОВИХ ІНСТРУМЕНТІВ ВПЛИВУ НА ПОВЕДІНКУ СПОЖИВАЧІВ

The article examines the brand as a marketing tool for influencing consumer behavior. A brand is an important element of a company's mission, which details its status, provides direction and guidelines for defining goals and strategies at various organizational levels, and defines the very reason for the company's existence. Changing under the influence of the demands dictated by the market, the brand changes humanity. A strong brand is the most valuable asset a company can have. However, building a brand and increasing its value is a long and complex process that goes beyond traditional marketing. Brand managers use the term "brand DNA" to characterize a set of company parameters that distinguish it from competitors. This is the essence of the brand, which contains its external and internal characteristics, reproduces its advantages and conveys them to the consumer. Brand DNA and the Brand Pyramid have been identified as key marketing tools used to define, position and communicate a brand to a target audience.

Dynamics of Islamic Consumer Behavior and Market Trends

The purpose of this study is to explore the multifaceted dynamics of Islamic consumer behavior and market trends, with a focus on understanding the underlying factors shaping consumer preferences and purchasing decisions within Muslim-majority markets. Employing a systematic literature review approach, the research design and methodology involved the comprehensive examination and synthesis of existing scholarly works from various disciplines, including psychology, sociology, economics, and marketing. Thematic analysis was employed to identify key themes, patterns, and theoretical frameworks elucidating the intricate interplay between religiosity, ethical considerations, halal authenticity, and social responsibility in Islamic consumerism. The findings and discussion highlight the significance of religiosity and ethical values in influencing consumer behavior, as well as the growing importance of halal certification and social responsibility in the halal industry. Moreover, theoretical frameworks such as social identity theory and the theory of planned behavior offer valuable insights into the cognitive, affective, and behavioral dimensions of Islamic consumer decision-making processes. The implications of this study underscore the critical importance of developing culturally sensitive marketing strategies and ethical business practices to effectively engage with Muslim consumers. Authenticity, transparency, and social responsibility are identified as key elements in building trust and credibility within Islamic markets. By prioritizing these principles in branding initiatives and digital marketing strategies, businesses can establish meaningful connections with Muslim consumers and capitalize on the opportunities presented by Islamic economies.

Model Design of Sociopreneurship: Halal Based-Development of Micro, Small and Medium Enterprises Through Zakat Institutions

Purpose — This study aims to examine the extent to which halal branding and digital media utilisation affect consumer behaviour. It also intends to provide an overview of the sociopreneurship model—a model that targets both financial and social benefits, while also working to solve problems in the community—to empower micro, small and medium enterprises (MSMEs) through the use of halal branding and digital media managed by zakat institutions. Design/Methodology/Approach — In the first stage, this study employs a quantitative approach to analyse the factors of digital use and halal branding in influencing consumer behaviour. In this respect, multiple linear regression was used to analyse 172 research respondents. In the second stage, it uses a qualitative approach in designing a sociopreneurship model based on the results of the first stage. Findings — This study found that religiosity and halal branding have a positive and significant effect on Muslim interest in buying halal products. In addition, the factors of price, religiosity and halal branding also positively and significantly affect satisfaction in consuming halal products. The sociopreneurship model can be applied to zakat institutions to facilitate MSMEs in developing product quality through halal branding and digital utilisation. Originality/Value — The unique characteristic of this study lies in the use of both the quantitative and qualitative approaches in carrying out this research. It is hoped that the model offered in this study will be able to develop the MSME sector to keep abreast of modern trends despite the limited capital available to such institutions. Research Limitations/Implications — The sample used in this study was restricted to Indonesia, with a limited number of respondents. Moreover, data collection was conducted through questionnaires without in-depth interviews with consumers, MSMEs and zakat institutions. Practical Implications — The zakat institution’s scheme or model of sociopreneurship will be beneficial for the modern development of MSMEs even though they possess limited capital. Zakat institutions provide three types of assistance: 1) direct monitoring that starts from production inputs to the production process and which continues to the distribution process to ensure that the products developed by the fostered MSMEs are truly halal; 2) assistance at the digital marketing stage; and 3) assistance in accessing loan funds under qarḍ ḥasan (benevolent loans) schemes. Social Implications — This research has a social impact on the development of MSMEs through the implementation of the concept of sociopreneurship. In this case, MSME actors who are classified as donation recipients can turn into donors, which would assist in reducing poverty levels. Therefore, social and business benefits will be achieved through the modern development of MSMEs.

Understanding the Psychology Behind Consumer Behavior

The study investigates the impact of emotional states on consumer decision-making processes. The purpose is to understand how emotions influence consumer behavior and purchasing decisions. The research design involves a comprehensive literature review of studies examining the relationship between emotions and consumer behavior, focusing on various theoretical frameworks and empirical evidence. Methodologically, the study employs a meta-analysis approach to synthesize findings from existing research and identify patterns and trends across studies. The findings suggest that emotions play a significant role in shaping consumer preferences, attitudes, and choices. Positive emotions tend to lead to favorable evaluations of products and brands, while negative emotions can result in avoidance or rejection of certain offerings. Additionally, the study discusses the mediating effects of mood on consumer decision-making and the moderating influence of individual characteristics, such as age and cultural background. The implications of these findings underscore the importance for marketers to consider emotional appeals in their promotional strategies and tailor marketing efforts to resonate with consumers' emotional states. By understanding the emotional drivers of consumer behavior, businesses can develop more effective marketing campaigns and enhance customer satisfaction and loyalty.

Effects of Social Media Marketing on Consumer Buying Behavior

This study examines the effect of social media marketing on consumer buying behavior in Nepal, a typical developing country. The study used non-probability convenience sampling to survey 108 consumers and analyzed the effect of purchase intention, social network, social influence, and content marketing. Descriptive statistics, correlation, ANOVA, and multiple regression were employed for data analysis.The findings indicate that consumer buying behavior can be influenced by focusing on social network, social influence, and content marketing. The study aligns with previous research that highlights the importance of these factors in influencing consumer behavior. However, it is important to note that the literature review reveals a lack of research on the impact of social media on purchasing decisions in developing countries like Nepal. 
 The implications of this study are significant for marketers in Nepal. Firstly, marketers should prioritize social media marketing strategies to influence consumer buying behavior. Secondly, they should pay attention to building strong social networks, leveraging social influence, and creating compelling content to engage consumers. Thirdly, marketers should consider the role of purchase intention in shaping consumer behavior. Lastly, developing effective social media marketing strategies is crucial for influencing consumer buying behavior. In conclusion, this study contributes to the understanding of the effect of social media marketing on consumer buying behavior in Nepal. The findings suggest that social media marketing can influence consumer behavior, and the identified factors of social network, social influence, and content marketing play a crucial role. The study highlights the need for further research in this area and provides valuable insights for marketers seeking to leverage social media to drive consumer engagement and purchasing decisions in developing countries like Nepal.

Eco-packaging in organic foods: rational decisions or emotional influences?

The introduction of biodegradable and compostable packaging has been a significant milestone in reducing conventional plastic use, particularly in sectors that prioritize sustainability like the organic food industry. This study explores the factors influencing the selection of such packaging, with a specific focus on the role of emotions in a representative sample of Italian consumers. Two models, the Theory of Planned Behavior (TPB) and the Rational-Emotional Model (REM), were evaluated and compared. The TPB model confirms that positive attitudes, subjective norms, and perceived behavioral control influence the intention to choose biodegradable and compostable packaging. The REM reveals that environmental concern, cognitive benefits, and emotions significantly impact purchase intentions. The REM explains a greater variance in intention compared to the TPB model, highlighting the importance of combining rational and emotional components. Biodegradable and compostable packaging aligns well with the target consumers of organic food, making it an excellent solution for organic produce. Emotions play a crucial role in shaping consumer intentions and behaviors. Marketing strategies should appeal to consumers’ emotional responses, address cognitive concerns, and highlight the specific benefits of sustainable packaging. This research emphasizes the relevance of bioplastic packaging for organic products and underscores the significance of emotions in influencing consumer behavior.

Advertising and Stocking at Small Retailers: A Sweetened Beverage Excise Tax in Philadelphia

In 2017, Philadelphia enacted a $0.015 per ounce excise tax on SBs that covered both sugar-sweetened beverages and artificially-sweetened beverages, which reduced purchasing and consumption. This study assessed whether the tax also changed beverage advertising or stocking practices that could influence consumer behavior among stores in Philadelphia, Baltimore, and Philadelphia-adjacent counties not subject to the tax. Using a longitudinal difference-in-differences approach, beverage advertising and availability changes were evaluated from 4-month pretax to 6-, 12-, and 24-month post-implementation in small independent stores in Philadelphia (n=34) and Philadelphia-adjacent counties (n=38) versus Baltimore (n=43), a demographically similar city without a tax. Mixed effects models tested whether beverage advertising/availability increased in Philadelphia and surrounding counties after implementation versus Baltimore, included store-level random intercepts, and were stratified by beverage tax status, type, size, and store ZIP code income. Data were collected from 2016 to 2018, and analyses were performed in 2022-2023. SB advertising increased post-tax in Philadelphia (6 months= +1.04 advertisements/store [95% CI=0.27, 1.80]; 12 months= +1.54 [95% CI=0.57, 2.52]; 24 months= +0.91 [95% CI=0.09, 1.72]) relative to Baltimore. This was driven by increased advertising of sweetened beverages in low-income ZIP codes. Marketing of SBs increased significantly in Philadelphia-adjacent counties relative to Baltimore. Although SB availability in Philadelphia did not change, it increased in surrounding county stores (6 months= +0.20 [95% CI=0.15, 0.25]; 12 months= +0.08 [95% CI=0.03, 0.12]) relative to Baltimore. Marketing of SBs, especially in low-income neighborhoods and in surrounding counties, increased following Philadelphia's beverage tax among small, independent retailers. These increases in advertising might have dampened the tax's effect on purchasing behaviors, although estimated effects on sales remained large.