Influence Consumer Behavior Research Articles

Cognitive, Emotional and Behavioral Factors that Influence Consumer Behavior

Investing in understanding consumer behavior is one the approaches companies can reliably use to thrive in the highly competitive business environment. In a fiercely competitive business environment, understanding consumer behavior is essential for companies aiming to succeed. While traditional studies emphasize social, cultural, economic, personal, and psychological influences on consumer behavior, this study delves deeper into the cognitive, emotional, and behavioral factors that also play significant roles. Analyzing Apple’s iphone purchase behavior reveals that cognitive factors, such as rationalizing the purchase, are crucial in justifying the decision to buy. Emotional factors, including the feelings and motivations that drive consumers, are key in triggering the purchase. Behavioral factors, on the other hand, encompass how the product is consumed and how customers interact with it and with each other. Marketers should carefully examine each of these factors and utilize their insights strategically. Businesses should foster close collaboration between marketing and product development teams to ensure they not only communicate the brand’s promise effectively but also deliver on it consistently.

Aurally enhanced media promotion: Music and sound in Greek television commercials

The sonic dimensions of modern media—including speech, sound effects, and music—play a significant role in communicating signs, meanings, and messages through multimodal channels of audiovisual connotations. Each feature can be regarded as a discrete unit; however, the overall framework is established through an orchestrated “interaction” of these components. Receiving information through televised advertisements is a cognitive process that requires critical analysis. This study examines the functions of music and sound in television advertising, emphasizing the collaboration between visual and audio material. Our objective is to equally investigate optical and musical conventions in selected TV commercials. We will also analyze how meaning emerges through visuals, sounds, and music in correlation to the product, branding, and the purpose of advertisements as short, concise audiovisual narratives. The data for this study were collected from a series of food and drink ads shown on Greek television between 2015 and 2020. The research draws upon contemporary culturally informed, musicological, semiotic, and interpretive methodologies, applying both textual and contextual analyses to examine how these techniques captivate audiences and effectively communicate messages. Understanding music’s psychological and pragmatic effects in advertising is crucial for recognizing its role as a powerful tool that influences consumer behavior and perception.

Deciphering consumer behaviours in the innovative hospitality settings

Purpose This study aims to analyse the antecedents and consequences of consumer participation behaviour in the hotel industry. It investigates how citizenship behaviour influences the link between participation and switching intention. It also investigates hotel innovativeness, brand identification and consumer value co-creation using the frameworks of innovation diffusion theory, social identity theory and social exchange theory. By combining different academic perspectives, the study provides a thorough grasp of the elements that influence consumer behaviour and loyalty to hospitality brands. Design/methodology/approach This study used a descriptive-analytical approach to survey 526 guests who stayed at five-star hotels affiliated with chains in Egypt. The hotels were chosen using stratified random sampling, which ensured representation across multiple segments. For practical reasons, convenience sampling techniques were used to pick research participants. To test the study hypotheses, structural equation modelling was used, which provided a strong statistical analysis to assess the correlations between variables and validate the suggested theoretical framework. Findings The research indicates that hotel innovativeness has a substantial impact on consumers’ brand identification and involvement behaviour, but not their propensity to move brands. The relationship between participation behaviours and intention to switch is mediated by consumer citizenship behaviour. Research limitations/implications The cross-sectional study methodology may not address causal linkages or developmental difficulties because it only collected data at one point in time. A longer study period is required, and the sample group’s breadth is restricted to five-star hotel guests from Egypt’s chain-affiliated hotels. Originality/value This study offers a thorough methodology for assessing how hotel innovation influences consumer brand identification. It also looks at how consumer brand identification affects involvement and switching intentions. The study also investigates the moderating influence of consumer citizenship behaviour in the link between involvement and switching intentions.

Examining the Impact of Social Media Marketing on Consumer Purchase Intentions: Insights from Content, Influencer, and User-Generated Content Strategies

How social media affect the customers behavior plays an essential role for enterprise who aiming to thrive in a competitive market under the rapid digital platforms development and increasing amount of time people spend online. Social media platforms are the main source of information, entertainment and interaction, as well as the significant tool of marketing and customer engagement. The article emphasizes multiple influences of social media to customer determination through analyzing content, influencer and user generated content (UGC) marketing. Content marketing involves generating valuable and pertinent information to engage and sustain a specifically targeted audience, whereas influencer marketing utilizes the influence and credibility of prominent figures to endorse products and brands. UGC, on the other hand, provides authentic, peer-driven content that resonates with potential customers. These strategies comprehensively enhance the brand reputation, emotional resonance and consumer trust to drive purchase decisions and facilitate success. The study reveals that effective social media tactics can improve customer engagement and credibility, further increase the purchase intention, and conversation. These findings underscore the importance of integrating comprehensive social media strategies into marketing plans to positively influence consumer behavior and achieve business objectives.

The Effect of Social Media Marketing on Brand Image from the Perspective of Information Adoption Model

The main purpose of this study is to examine the impact of marketing activities on social media on brand image from the perspective of information adoption model. While this study examines the relationship between social media and brand image, it also examines the usefulness of the information produced by businesses as a result of marketing efforts on social media; It aims to explain the relationship between the quality of information, the reliability of the source and the adoption of information, and to reveal what role this plays on brand image. Data were collected by survey technique from 204 people living in Karabük Province and using social media. The collected data were analyzed with Structural Equation Modeling (SEM). The analyzes confirm that the quality, reliability, usefulness and adoption of information produced through social media marketing positively affects brand image. This study contributes to previous studies in this field and reveals how important a factor social media marketing is in shaping consumer behavior. It should be seen as an indispensable situation for businesses to give importance to social media marketing in terms of their future in order to influence consumer behavior.

The Broad Impact of Contemporary Digital Marketing Strategies on Consumer Behavior

This research aims to explore the extensive impact of contemporary digital marketing strategies on consumer behavior. By analyzing the successful case of Alibaba’s Double Eleven event, it details how multi-channel reach, personalized marketing, and ad content influence consumer behavior. The case analysis reveals that Alibaba effectively increased consumer participation and purchase behavior during the promotional period and the event day through widespread media promotion, diverse interactive activities, and precise personalized recommendations using digital technology. The results demonstrate the significant impact of digital marketing strategies on consumer behavior. However, this research is limited by the recent data used, indicating certain constraints. Challenges such as privacy concerns and data security still need to be addressed. Future research should further explore the varying effects of digital marketing strategies across different cultural backgrounds and emerging technologies.

The Influential Mechanisms of Live-Streaming Hosts on Consumer Behavior

In recent years, with the rise of e-commerce live streaming, hosts promoting products have played a crucial role in connecting consumers with products and influencing consumer behavior intentions. This paper reviews the current state and trends in research on how these hosts affect consumer behavior intentions, exploring how their personal characteristics, interaction patterns, and discourse strategies impact consumer purchasing decisions. Through analysis from both quantitative and qualitative research perspectives, it reveals the influence mechanisms of these hosts in modern e-commerce environments. Additionally, it discusses the pivotal role of interactive information in e-commerce live streaming, including its ability to enhance purchase desire, enrich entertainment experiences, and improve consumer shopping experiences. While existing studies provide valuable insights, there are still research gaps, particularly in-depth studies on the influence of hosts in specific domains. The findings of this review are significant for understanding the central role of hosts in e-commerce live streaming and their impact on consumer behavior, providing a theoretical foundation and support for future research and practice.

The Effect of Food Image, Food Satisfaction on Culinary Quality and Behavioral Intention in Sampang Regency

This study aims to explore how perceptions of local food (food image) and consumer satisfaction with culinary experiences (food satisfaction) influence the perception of the culinary quality of the area and how these factors influence consumer behavior, such as intention to revisit or recommend. This study was conducted in Sampang Regency, an area known for its rich culinary heritage. The study population was local culinary consumers who had visited Pak Salim's Bebek Songkem restaurant located in Sampang Regency. Purposive sampling was used to determine respondents with a sample of 193 respondents. Structural equations were used as the analysis method using Smart PLS 4.0. Data were collected through a survey distributed to consumers who enjoyed Bebek Songkem. The study findings revealed that food image had a significant positive effect on culinary quality, while food satisfaction played an important role in strengthening this perception. In addition, food image and food satisfaction significantly influenced behavioral intentions, with higher culinary quality leading to a greater likelihood of positive consumer actions such as revisits and recommendations. These results underscore the importance of improving the image and satisfaction of local culinary experiences to promote Sampang as a culinary destination. This research offers practical insights for local businesses and policy makers in developing strategies to enhance culinary tourism and culinary experiences in the region.

Value co-creation in sustainable express delivery: intergenerational perspectives

PurposeThe express delivery industry faces challenges engaging consumers in sustainable practices. This study explores how sustainable service quality affects corporate loyalty, mediated by value co-creation (VCC) and green customer satisfaction. It also scrutinizes low-carbon knowledge as a moderator and investigates variances in VCC outcomes between Generation Y and Generation Z consumer groups.Design/methodology/approachAn empirical study involves a scenario experiment and a questionnaire answered by 596 Chinese consumers in 2023. Partial least squares structural equation modeling (PLS-SEM) tests proposed relationships. Regression analysis examines the chain mediating effect of VCC and green satisfaction, while group analysis assesses intergenerational differences.FindingsSustainable service quality positively influences consumer VCC, which in turn impacts customers’ green satisfaction and corporate loyalty. VCC and green satisfaction act as intermediaries between sustainable service quality and corporate loyalty. Low-carbon knowledge positively moderates sustainable service quality's impact on VCC. Generation Y and Generation Z show differences in the relationship between VCC and loyalty.Practical implicationsExpress delivery firms should enhance sustainable service quality and encourage consumer participation in VCC activities. This can improve consumer green satisfaction, loyalty and competitive advantages.Originality/valueThis study expands service marketing literature by clarifying VCC's role in sustainable services and offers insights into VCC's causes and effects. It proposes strategies for the express delivery industry to influence consumer behavior through sustainable service practices.

Conceptualizing the Implications of Artificial Intelligence (AI) Tools and Personalization Marketing on Consumer Purchase Intention: Insights from the Malaysian E-Commerce Market

Artificial intelligence (AI) has emerged as a powerful tool, enabling online retailers to offer highly personalized shopping experiences tailored to individual preferences and behaviors. As e-commerce continues to grow in Malaysia, understanding the influence of AI and personalization marketing on consumer purchase intentions has become increasingly important for businesses seeking to remain competitive. However, the rapid adoption of AI also raises concerns about data privacy, ethical AI usage, and compliance with emerging data protection regulations, such as Malaysia’s Personal Data Protection Act (PDPA). This study aims to explore the potential impact of artificial intelligence (AI) and personalization marketing on consumer purchase intention within the Malaysian e-commerce market. By reviewing previous literature and theoretical frameworks, the study explores how the use of AI tools including predictive analytics automation, and personalization experiences might influence consumer behavior in online shopping environments. The study adopts a quantitative approach, in which quota sampling will be used for the participant selection. A self-administered questionnaire with a five-point Likert scale will be employed to gather data from e-commerce users in Malaysia. The findings from this study have important implications for both e-commerce businesses and policymakers in Malaysia. For businesses, understanding which aspects of AI and personalization most influence consumer purchase intentions can help them strategically implement these technologies to enhance customer engagement and drive sales. For policymakers, the study highlights the need to consider ethical and legal issues, such as data privacy and policy issues, in the growing use of AI in the e-commerce market.

Decoding Online Consumer Behaviour Towards Counterfeits: Insights from Systematic Literature Review and Future Research Framework

Theoretical background: Counterfeiting poses a significant global challenge, negatively impacting businesses and consumers. This issue has been exacerbated by the rapid growth of online shopping, which has increased the availability and accessibility of counterfeit products. Despite the growing prevalence of counterfeit goods in the online marketplace, there remains a substantial research gap in understanding the dynamics of online counterfeit consumption. Previous studies have primarily focused on offline counterfeit markets, leaving a void in the literature regarding the unique factors that influence consumer behaviour and intentions in the digital environment. Purpose of the article: The aim of the article is to examine the factors influencing consumer behaviour and intentions in the context of purchasing counterfeits online. The conducted systematic review aims to fill the existing research gap by identifying new and overlooked themes and suggesting directions for future research in this area. Research methods: The article integrates empirical studies on online counterfeit purchases conducted between 2008 and 2024. The analysed articles were classified based on the year of publication, research methodologies, and characteristics of the study population. Main findings: The review identifies four thematic categories: person-centric, social and cultural, market-related, and risk-related themes. The insights provide valuable guidelines for researchers, highlighting areas for further investigation, and offer practical recommendations for policymakers and marketers to combat counterfeiting and protect consumer interests online.

The influence of front-of-pack labelling on consumer decision-making: a comprehensive study using electroencephalography and FaceReader

Front-of-pack labels (FOPL) can influence consumer behaviour in a variety of ways, and companies that prioritise accurate and transparent nutrition labels can see benefits in increased sales and brand loyalty. However, there are several types of FOPL on the market that differ in visual appeal and consumer clarity. The aim of the study was to reveal the impact of the nutrition label Nutri-Score as well as other factors on consumer decision-making when choosing healthier alternatives for selected food types. In addition to traditional research methods such as questionnaires, in-depth interviews, also emerging methods such as eye tracking, FaceReader and electroencephalography were used to collect implicit feedback. Research suggests that there are significant differences between implicit and explicit feedback when examining the impact of Nutri-Score on the decision-making process. Last but not least, the study presents ideas for future research in real-world settings using emerging methods.

ENHANCING REPEAT PURCHASE INTENTION (ZALORA INDONESIA ON GEN Y) THROUGH E-SERVICE QUALITY, ETRUST, AND MODERATING ROLE OF PRIOR ONLINE EXPERIENCE

E-commerce has emerged as one of the most developed sectors in the nation's digital economy, consisting of many transactions conducted over the internet, referred to as online sales and purchases. The fundamental success of an e-commerce comes from the results of the sales transactions carried out by consumers, therefore it is essential to convert prospective consumers into buyers who are motivated to conduct repeat purchases, which is the key to achievement in purchasing online, ensuring all businesses carries out various strategies by providing excellent service quality to create satisfaction and keep consumers loyal consequently to encourage repeat purchases. This research contributes to the understanding of how the factors or factors influence consumer behavior, specifically in the context of repeat purchase intention on ecommerce platforms like Zalora Indonesia. The study uses SEM-PLS (SmartPLS 3.0 software) and carried out through three stages, Outer model, Inner model, and hypothesis which inclusive direct and indirect effects. The measurement results show that the variables or factors generate positive and significant hypotheses about repeat purchase intentions, with the exception of the prior online experience variable, which produces negative results concerning the correlation between e service quality and repeat purchase intent, as evidenced by the classification of moderators, which serves as a predictor variable (Predictor Moderation). The study provides managerial implications for the city of Cilegon (particularly among Gen Millennials) to increase Repeat Purchase Intention in order to compete more effectively, especially against Shopee and Tokopedia.

The Effect of Price and Promotion on Purchasing Decisions for Alexandre Christie Watches in Palembang City

In today's digital era, effective Marketing Public Relations (MPR) strategies are crucial for businesses to remain competitive and increase consumer engagement. This research aims to analyse the influence of price and promotion on purchasing decisions for Alexandre Christie watches in Palembang City. The sample includes 100 respondents selected using purposive sampling, and data was collected through questionnaires with a Likert scale. The research employed multiple linear regression analysis using SPSS version 25. The findings reveal that both price and promotion variables significantly and positively impact purchasing decisions, partially and simultaneously. This study contributes to the growing body of literature by highlighting the importance of targeted pricing strategies and digital promotions in influencing consumer behaviour, particularly in the fashion accessory market. The results suggest that businesses should maintain competitive prices and leverage promotions to align with market demands and consumer preferences.

MARKETING DIGITAL PARA STARTUPS: MARKETING DIGITAL PARA MICROEMPRESÁRIOS, UMA IDEIA REVOLUCIONÁRIA PARA ALCANÇAR O SUCESSO

Who never faced lines to make a payment or even to buy a certain product. Some time ago we did this, wasting hours in market lines, banks, bookstores and airports. Nowadays we can do all of this, without having to queue, without leaving home or watching a movie; reducing waiting time, being able to receive at home. All of this is in the consumer's possession, through his Smartphone device. As a result, the importance of developing and working on an action plan with digital marketing grows; because every person who has a device your company will be there too. It is possible to ask scientifically how Digital Marketing is a factor influencing consumer behavior in the Brazilian economic sector, how often consumers buy over the internet. What companies face today is not a lack of inputs (raw materials and components), or service companies. And, yes, the lack of loyal customers (followers). Contemporary companies can manufacture products beyond what customers can consume. This increases the level of competition in the competitive market, and consumers are the winners. The success of an electronic business depends on many factors. It is not enough for the company to have a welltructured website, with an attractive design and the best technologies. Companies and startups must go beyond the perception of customers, they must engender a profitable reciprocal familiarity. The company needs to define its position in the market, and envision possible future scenarios. Digital Marketing is an undeniable reality that has been joining forces with traditional commerce, a versatile means of communication that integrates sales opportunities, customer relations and positive word of mouth advertising.

The Effect of Influencer Marketing on Consumer Behavior of Fashion Style in the Age of Social Media

This study aims to explore the effect of influencer marketing on consumer behavior regarding fashion styles in the age of social media. It employs a quantitative research approach utilizing simple linear regression analysis conducted with SPSS. The data for this study were collected through primary sources via questionnaires distributed in two countries, Indonesia and India, to ensure a comprehensive understanding of the phenomenon. A total of 55 respondents from Indonesia and 50 respondents from India participated in the study. The results indicate that influencer marketing has a significant positive effect on consumer behavior. The benefits of this study are expected to assist the fashion industry in understanding consumer behavior and the role of influencers, ultimately improving their marketing strategies. However, the findings do not lead to general conclusions due to the limited number of respondents and other factors that can influence consumer behavior. For future research, it is recommended to increase the sample size and expand the scope of the discussion by incorporating additional aspects such as pricing and the aesthetics of content

Navigating the Digital Marketing Field: The Role of AI and Emotional Storytelling in Consumer Engagement

This study explores the intersection of Artificial Intelligence (AI) and digital storytelling in marketing. By focusing on how AI-driven techniques can enhance emotional attachment and influence consumer behavior. With the rapid advancement of AI, its integration into marketing strategies has become crucial. Particularly for personalizing consumer experiences and enhancing brand narratives. This study investigated the role of AI in creating emotionally engaging narratives, a largely unexplored area in marketing and advertising. The study is motivated by the need to understand the dynamics between AI-driven techniques and emotional attachment in digital marketing. The paper hypothesizes a significant relationship between consumers’ emotional attachment to brands and purchasing behavior. A mixed-methods research approach was employed by combining a survey with interviews to test this hypothesis. This study assesses how emotional attachment, influenced by AI and storytelling, affects consumer purchasing decisions and brand loyalty in online shopping. It also evaluates the effectiveness of AI-driven storytelling techniques in digital marketing campaigns from the perspective of online consumers. Preliminary findings suggest more than 98% recall of story-based branding. More than 67% believe storytelling and emotional attachment may impact purchasing decisions. More than 89% of people recall a brand based on a particular story. While emotional attachment significantly influences consumer purchasing behavior, other factors also play a crucial role. This study reveals that AI’s role in marketing is valued, but the essence of storytelling should remain grounded in human experiences.

The Influence of Personal Selling and Social Media Marketing on Purchase Behavior Mediated by Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty at PT. Asuransi Bangun Askrida Bandung Branch

The marketing landscape has shifted from traditional to digital approaches, requiring companies to adapt strategies to remain competitive. Askrida, using both personal selling and social media marketing, seeks to boost general insurance production and maintain market share. However, despite these efforts, Askrida lags behind its five main competitors in profit, and general insurance sales remain inadequate, with increasing customer complaints. This study aims to evaluate how personal selling and social media marketing influence consumer behavior at Askrida through brand awareness, brand association, perceived quality, and brand loyalty. Using a quantitative approach, this research collected primary and secondary data through Google Forms questionnaires distributed to 416 non-corporate customers of Askrida Bandung Branch. The sampling method employed was purposive sampling, and data analysis was conducted using SEM-PLS (Partial Least Squares) via SmartPLS software. The findings indicate that both personal selling and social media marketing significantly affect brand awareness, brand association, perceived quality, and brand loyalty. Personal selling impacts purchasing behavior through these mediating variables, though brand awareness itself does not directly influence purchasing behavior. Conversely, social media marketing affects purchasing behavior through brand awareness, brand association, perceived quality, and brand loyalty. Recommendations for Askrida's Marketing Team include enhancing personal selling by improving product information quality through additional training for sales staff and using interactive training materials. For social media marketing, it is advised to update content with relevant and engaging information. Increasing brand visibility and consistency in marketing campaigns, creatively strengthening brand associations, enhancing quality perception through customer testimonials and unique product features, and implementing loyalty programs are crucial strategies for Askrida to bolster market position and consumer loyalty. This study also notes that the findings may not be generalized to all digital marketing activities and suggests further research with additional variables and a more in-depth evaluation of effectiveness.

Research on the Impact of Social Media on Brand Cognition and Consumer Behavior

In today's rapidly developing internet age, everyone's life is inseparable from the presence of the internet. Nowadays, social media exists as a new form of entertainment in people's lives. Through mobile phones or computers, consumers can easily obtain brand information and evaluations of new products from various self-media, forming new perceptions. This article will use a comprehensive approach to study how media attract people and change their perceptions. The final research reveals that some major manufacturers attract fan groups by releasing videos related to current hot topics, adapting to internet trends, and actively interacting with fans to build close relationships and customer loyalty. Additionally, sponsoring leagues and collaborating with internet celebrities are also important methods they use to enhance their brand image and establish their fan base. The study on the impact of social media on brand perception and consumer behavior shows that social media plays a significant role in shaping consumer perceptions of brands and influencing consumer behavior. Social media is also highly flexible, allowing for targeted reporting and introductions of specific products to achieve desired branding effects. The research also reveals how some media combine new factors to expand their fan base, providing directions for future academic research.

Substantive behavioral aspects of consumer behavior in the conditions of sanctions pressure on the Russian economy

Relevance. Sanctions pressure on the economy of the Russian Federation is one of the most important factors influencing consumer behavior and their consumer preferences. Under sanctions, many social, economic and political aspects influence consumer behavior, from which new consumer trends and changes in consumer behavior emerge.The purpose is to explore the substantive behavioral aspects of consumer behavior under the conditions of sanctions pressure on the Russian economy.Objectives: study changes in consumer preferences in connection with global crises; analyze changes in consumer behavior depending on various factors and price dynamics as a factor in consumer behavior; explore the influence of cognitive distortions on the meaningful behavioral aspects of consumers; propose the concept of business company plans in accordance with new consumer expectations.Methodology. In the process of research, general scientific methods of logical and statistical analysis, field research, as well as qualitative and quantitative analysis were used. Results. The survey showed that consumers have become more frugal and choose domestic brands in order to save money, the study of the impact of cognitive distortions on consumers showed that society is prone to a pessimistic attitude in terms of adopting new domestic products and brands.Conclusions. A business plan under sanctions pressure, aimed at the novelty of the product and its effectiveness, will help companies promote their goods and services on the Russian market during the period of sanctions pressure. Focusing on changing the object of purchase, place of purchase (online trading if possible), timing and methods of procurement in accordance with new motives and customer expectations will give companies an advantage in conditions of market instability and changing behavioral aspects of consumers.