Insights For Marketers Research Articles

Factors Impacting Purchase Intention of Indian Consumers Towards Spiritual Products

Purpose: The aim of the research is to ascertain the elements that influence the propensity of Indian consumers to buy spiritual merchandise. Design/methodology/approach: A quantitative approach was used. Primary data was collected from 150 Indian consumers through an electronic survey using a structured questionnaire with close-ended questions. Confirmatory factor analysis was performed using Varimax Rotation using SPSS software. Findings: The findings revealed Brand Perception, Religious Belief, Spirituality Factors, Brand Image, Packaging and Service Factors and Variety Factors as the determinants of purchase intention towards spiritual products for Indian consumers. Practical implications: This study offers valuable insights for marketers, manufacturers, and retailers of spiritual products in India. Businesses can adjust their marketing plans, product designs, and service offerings to meet the needs and preferences of Indian consumers by studying the factors that influence purchase intention. Originality/Value: While there has been considerable research on purchase intentions in various sectors, this study uniquely focuses on spiritual products in the Indian context. Given the cultural and religious significance of spirituality in India, understanding consumer behaviour in this niche segment is critical.

The Influence of Shopping Lifestyle and Promotion of Nivea Skincare Products On Consumer Buying Interest Through Tiktok Shop

This study aims to investigate the influence of shopping lifestyle and also the promotion of Nivea skincare products on consumer buying interest through TikTok Shop media. Through a quantitative approach, data was collected from the number of respondents obtained were 100 with the balance of people in Cirebon Regency who were aged 18-40 years that at that age they could make a very wise decision and also for people in Cirebon Regency who were wearing Nivea products or were wearing Nivea products. Respondents' answers to a question set out on questionnaires that have been distributed to consumers who want Nivea products, measured by the Likert Scale . respondents who are active TikTok users and also have an interest in skincare products. Various dimensions of product promotion, including visibility, interactivity, content relevance, influencer engagement, as well as brand credibility, were measured as independent variables. Consumer buying interest was measured as the dependent variable in this study. The results of the study prove that visibility, interactivity, and also the involvement of influencers have a positive and significant influence on consumer buying interest. However, the relevance of the content as well as brand credibility does not have a significant influence on consumer buying interest. In addition, this study also found that moderate lifestyle shopping effects of product promotion on consumer buying interest, proving that consumers' shopping lifestyles affect the extent to which product promotion affects their buying interest. Thus, this study fills the existing literature gap by investigating the influence of shopping lifestyle and product promotion on consumer buying interest specifically through TikTok Shop media. The findings provide valuable insights for marketers in developing effective promotional strategies on social media platforms, particularly for brands in the skincare industry.

The Influence of Influencer Collaboration, Augmented Reality Marketing, and Personalized Recommendations on Consumer Purchasing Decisions in the Beauty Industry in Indonesia

This study investigates the influence of influencer collaboration, augmented reality marketing, and personalized recommendations on consumer purchasing decisions in the beauty industry in Indonesia. A quantitative analysis was conducted based on survey data collected from 170 Indonesian consumers. The findings reveal significant positive relationships between influencer collaboration, augmented reality marketing, personalized recommendations, and consumer purchasing decisions. Influencer collaboration, augmented reality marketing, and personalized recommendations emerged as critical drivers of consumer behavior, highlighting the importance of digital marketing strategies in shaping purchase intentions and driving sales in the competitive beauty market. These findings offer valuable insights for marketers and businesses seeking to optimize their marketing strategies and enhance consumer engagement in the Indonesian beauty industry.

Impact of social media influencers on purchase intentions: A comprehensive study across industries

Social media influencers have become increasingly influential in shaping consumer behavior and purchase intentions across various industries. This comprehensive study examines the impact of social media influencers on purchase intentions across industries, exploring the effectiveness of influencer marketing strategies and their implications for consumer behavior. Through a mixed-methods approach, combining quantitative surveys and qualitative interviews, data was collected from a diverse sample of social media users across different demographics and industries. The study analyzes the influence of influencer credibility, authenticity, and relevance on consumer attitudes and purchase intentions, as well as the effectiveness of industry-specific influencer strategies. Findings highlight the significant role of social media influencers in driving purchase intentions, with factors such as influencer credibility and content authenticity playing a crucial role in shaping consumer perceptions and behaviors. The study also discusses future research directions, including longitudinal studies, cross-cultural comparisons, and exploration of emerging trends in influencer marketing. Overall, this study provides valuable insights for marketers, brands, and policymakers seeking to leverage influencer marketing to engage consumers and drive business outcomes across industries.

ESG factors in M&A in India: Performance and market insights from 2010 to 2023

This study assesses the impact of mergers and acquisitions on Environmental, Social, and Governance (ESG) performance and market value of acquiring companies operating in India. Data were collected and analyzed from 69 M&A announcements from January 2010 to June 2023, sourced from the Bloomberg database. The analysis reveals a positive correlation between the post-merger market value of acquiring firms and their ESG performance, indicating that an improvement in ESG factors is associated with increased market value after mergers. Additionally, a positive correlation was identified between acquiring companies’ post-merger ESG performance and their target firms’ pre-merger ESG performance. This finding suggests that when acquiring a target firm with high ESG performance, the acquirer is likely to experience an improvement in its own post-merger ESG performance. Moreover, both the post-merger market value and ESG performance of the acquirer are likely to improve with the profitability and size of firms but will have a negative impact based on the leverage components of the acquiring firms. 

Social Media Influencers and the Purchasing Decisions of Youth: With Special Emphasis on Emotional and Rational Aspects

This study investigates the influence of social media influencers on the purchasing decisions of youth, focusing on emotional and rational aspects such as attractiveness, credibility, and message content. The main objectives are to examine how these aspects influence youth purchasing decisions and to determine the significance of emotional connections and trust in influencer marketing. Utilizing the Elaboration Likelihood Model, the research employs a cross-sectional design with a sample of 556 participants aged 15-24, collected via an online survey. Data analysis, including Chi-Square tests, revealed that social media influencer marketing significantly affects youth purchasing decisions. Emotional connections and trust in influencers emerged as crucial factors, with influencers' attractiveness and credibility significantly influencing purchase intentions. These findings underscore the importance of authenticity and trustworthiness in influencer marketing, suggesting that brands should focus on these elements to engage youth effectively. The study highlights the influential role of social media influencers in shaping consumer behavior and provides insights for marketers to develop strategies that resonate with young audiences.

Current Leading Social Media Platforms Used by Marketers and its Benefits

In 2024, focusing on social media in marketing is paramount due to its unparalleled reach, influence, and ability to engage diverse audiences. With consumers increasingly reliant on digital platforms for information and interaction, leveraging social media ensures brands remain visible, relevant, and competitive in an ever-evolving marketplace. This paper provides an analysis of the rapidly evolving landscape of social media marketing, with a focus on discerning trends, data preferences, and strategic platform utilization among marketers worldwide. The research draws upon extensive data collected from diverse industries, aiming to illuminate the shifting strategies employed by marketers to amplify their impact on various social media platforms. Examining trends, as indicated by marketers', constitutes a significant aspect of this study. Furthermore, the paper delves into the types of marketing data deemed indispensable by global marketing decision-makers, categorizing them based on their perceived importance. Additionally, the paper explores the domains where enhancing marketing data quality is believed to yield the most substantial benefits according to decision-makers in marketing roles across the globe. Moreover, the research endeavors to uncover the social media platforms perceived to offer the highest return on investment (ROI) by marketers, as well as identifying the platforms considered most critical for their marketing endeavors. We also analyze the leading social media platforms preferred by marketers and outline the primary benefits attributed to the utilization of social media for marketing purposes. The findings of this comprehensive analysis offer invaluable insights for marketers, empowering them to refine their strategies, allocate resources more effectively, and harness the full potential of social media platforms. By providing an overview of emerging trends, data preferences, and platform utilization strategies, this paper serves as a strategic roadmap for marketers navigating the ever-evolving digital landscape, facilitating the optimization of marketing outcomes and business success.

Transition from fossil fuels to renewable energy: Identifying the necessary dynamic capabilities for a transition among Norwegian oil and gas companies

AbstractThe increasing awareness of the role of fossil fuels in global warming, fluctuating oil and gas prices, and governments' commitments to phase out fossil fuels are driving the Norwegian oil and gas industry to increasingly aim for a transition to more sustainable renewable energy. There are few studies investigating how highly emission‐intensive oil and gas firms can transition into greener industries. In this multiple‐case study, we investigate how these firms can develop green innovations and enter renewable industries by developing dynamic capabilities. We find several microfoundations of dynamic capabilities that are important for green innovation development. Expanding the search window and proactive behavior are key for identifying new opportunities, while developing market insight, cross‐sector collaboration, and structural ambidexterity are crucial to seize and reconfigure opportunities. The findings also illuminate how firm strategy in the sensing stage impacts what opportunities firms seize. The study is one of few studies that explore the microfoundations of dynamic capabilities necessary for entering new and unfamiliar markets, and it contributes to the understanding of the dynamics of the underlying microfoundations and the impact of green innovation type on these dynamics.

Digital Transformation in the Tourism Industry: A Comparative Literature Review

This paper examines the digital transformation of the global tourism industry, focusing on the evolution of tourism marketing strategies. The study includes the integration of cutting-edge technologies with traditional paradigms. There is a significant disparity between international economies known for their robust theoretical frameworks in data analytics, customer segmentation, and digital channels for marketing, and China, which is characterized by practical innovations but lacks theoretical discourse. This manuscript conducts a comparative analysis by conducting a literature review and synthesizing theoretical and empirical applications from international and Chinese tourism literature. The aim is to bridge the gap between theory and practice and provide insights for more effective tourism marketing in a digitally transformed landscape. This study addresses the disparity between international and Chinese approaches to digital transformation in tourism. Through comparative analysis, the research explores empirical questions related to Chinas distinctive incorporation of emerging technologies, government influence, and sustainability in tourism. It proposes three main hypotheses: 1) Chinese platforms prioritize group consensus over individual choice; 2) Chinas transformation is state-driven, facilitating rapid technological integration; 3) cultural preservation is an important focus of Chinas digital tourism platforms. The paper argues for future research that combines Chinese practical insights with international theoretical frameworks, thus contributing to a more comprehensive understanding of global digital tourism dynamics.

Digital Marketing Dynamics: Investigating Influential Factors in Consumer Purchase Behaviour

In today’s digital age, digital marketing has become an integral part of our daily lives. The internet, mobile applications, social media and other digital communication tools have become ubiquitous and are used by billions of people worldwide. This study aimed to investigate the factors that affect consumer purchase decisions in digital marketing. A set of self-administered questionnaires has been distributed to 166 respondents in Malaysia. The stimulus-organism-response (SOR) theory was employed in this study. The independent variables included in this study are email marketing, social media marketing, mobile marketing, online advertising, influencer marketing and trust plays as a moderating variable in the study. The findings of this study revealed that five out of eleven hypotheses were supported. Trust significantly showed a mediation effect on the relationship between mobile advertising and online advertising on purchase decisions. These findings contribute to Sustainable Development Goal 9 (Industry, Innovation, and Infrastructure) by providing inputs on digital marketing’s effects, which can relate to the advancements in technology and innovation within the marketing sector. This research offers important insights for individuals, marketers and employers. Digital marketing is a powerful tool that can help businesses reach a larger audience, even with a limited budget. Utilising digital marketing tools like online advertising provides a valuable opportunity to strengthen online visibility, target the right audience, boost exposure and improve business outcomes.

A Comprehensive Examination of Search Engine Optimization (SEO) Audit and Optimization Strategies

Success online continues to depend on getting and keeping a high ranking on search engine results pages (SERPs), even in the always changing world of digital marketing. In order to offer a comprehensive grasp of the importance, methods, and optimal practices of Search Engine Optimization (SEO), this research paper explores the vital practice of SEO auditing and optimization. This study examines the many facets of SEO audits using a comprehensive literature review and empirical analysis. It covers technical, content, and off-page optimization components. It also carefully examines how the main search engines' constantly changing algorithms affect SEO tactics. This study assesses the efficacy of several audit techniques and frameworks, gaining knowledge from industry professionals and case studies and providing practical recommendations for companies looking to improve their online presence. This research adds to the body of knowledge on SEO audit and optimization by combining theoretical frameworks with real-world applications. It provides invaluable insights for marketers, business owners, and digital strategists navigating the complexities of online visibility in the modern digital ecosystem. Keywords - SEO Audit, SERP, SEO Optimization.

Improving CTR Prediction in Advertising with XGBoost

Click Through Rate (CTR) prediction is crucial in digital advertising for optimizing marketing strategies. This paper presents a review of significant contributions in this field, highlighting methodologies and findings from various studies. Pioneering research laid foundational groundwork for CTR estimation methods, while subsequent analyses explored the impact of ad types and design effects on user engagement. Utilization of data mining techniques and the proposal of advanced prediction models further enhanced CTR prediction accuracy. Additionally, this paper introduces our method utilizing XGBoost, a powerful ensemble learning algorithm, to address existing challenges and enhance CTR prediction accuracy. This review offers valuable insights for marketers aiming to optimize their advertising campaigns in the dynamic landscape of advertising.

Traditional Vs Modern: Effect of Cultural Dimensions on Tourist Buying Intentions in the Context of Tourism Marketing

This empirical study delves into the intersection of cultural dimensions and tourist revisit intentions within the green restaurant sector. Leveraging co-variance-based Structural Equation Modelling (CB-SEM) to test hypotheses, the research scrutinizes data collected from 326 tourists who participated in an online survey after visiting green restaurants. The analysis aims to uncover how various cultural dimensional factors—such as collectivism, power distance, and uncertainty avoidance—play a crucial role in shaping tourists’ decisions to revisit environmentally friendly dining establishments. Preliminary findings suggest that cultural dimensions significantly influence revisit intentions, with particular nuances that could inform targeted marketing strategies for green restaurants aiming to enhance customer loyalty and promote sustainable dining practices. This study not only contributes to the broader understanding of consumer behaviour in the context of sustainable tourism but also offers practical insights for restaurant managers and marketers seeking to align their offerings with the cultural preferences of their clientele.

Consumer Attitudes and Behavior towards Eco-Friendly Hotels in Yunnan Province

Based on the Theory of Reasoned Behavior (TPB) framework, this study deeply explores the attitudes and behaviors of eco-friendly hotel consumers in Yunnan Province. Using a mixed research design, including quantitative questionnaires and qualitative interviews, we analyze the impact of consumer attitudes, subjective norms and perceived behavioral control toward eco-friendly hotels, and the impact of these factors on actual choice behavior. Research results show that consumers generally have positive attitudes towards eco-friendly hotels, but actual choice behavior is affected by multiple factors, including environmental awareness, social expectations and perceived actual control. The TPB framework shows good applicability in explaining consumer attitudes and behaviors, but the influence of other factors still needs to be paid attention to. This research provides important market insights for the hotel industry in Yunnan Province and provides theoretical support for the development of eco-friendly hotels.

Metaverse and regenerative tourism: the role of avatars in promoting sustainable practices

ABSTRACT This study explores the role of avatars in enhancing awareness and learning outcomes in virtual regenerative tourism. Data from 483 participants engaging in online virtual tourism experiences were analyzed using partial least-squares structural equation modeling (PLS-SEM). The findings reveal that extrinsic motivations like authenticity, immersion, perceived social distance, and textual credibility positively influence attitudes toward avatars, which in turn significantly impact learning outcomes. These outcomes are moderated by intrinsic motivations such as prosocial identity. Enhanced learning notably shapes regenerative practices, including conservation efforts support for local community. Contributing to self-determination theory, this research highlights the interplay between virtual environments and self-identity in ethical behavior. It offers key insights for destination marketers and tourism operators in leveraging virtual technologies for sustainable tourism development.

Consumer Psychology of Mysterious Consumption: Embracing Uncertainty through a Perception of Control.

Mysterious consumption, characterized by product purchases without knowledge of their exact nature, is gaining popularity in the modern marketplace. In two online experiments, we examined how consumers' psychological states, particularly their sense of personal control, influence their perception and intent to purchase mysterious products in the context of purchasing a random flight ticket. Study 1 demonstrated that when consumers experience low personal control, as opposed to high personal control, they are less likely to value the uncertainty inherent in random flight tickets, resulting in decreased purchase intentions. Study 2 revealed that introducing even limited choice options to random flight tickets can enhance consumers' appreciation of uncertainty, thereby increasing their purchase intention. This effect was especially notable among those initially hesitant to embrace uncertainty, ultimately boosting their intent to purchase. These findings deepen our understanding of consumer psychology surrounding mystery consumption and provide practical insights for marketers seeking to tailor their products and marketing appeals to consumers' psychological states.

Local Food Consumption Value Towards Food Destination Image in Sarawak

This study explores the role of local food consumption in enhancing Sarawak's image as a food destination, focusing on the moderating impact of food satisfaction. Drawing on a cross-sectional analysis using a self-administered questionnaire, the study investigates the influence of taste and quality value, health value, price value, emotional value, and prestige value on the food destination image. The sample consists of 181 tourists who visited Sarawak, providing insights into visitors' diverse perspectives and preferences. The data was further analysed using SPSS 28.0 and WarpPLS 8.0. The findings reveal that taste, quality, health, emotional, and prestige value significantly affect the food destination image. However, the study has shown that price value has no significant impact. Surprisingly, food satisfaction does not moderate the relationship between local food consumption value and food destination image. Theoretical implications highlight the need for a more comprehensive understanding of the factors shaping consumers' perceptions. In contrast, practical implications suggest strategic considerations for culinary destinations in marketing campaigns and pricing strategies. Overall, this study contributes valuable insights for destination marketers aiming to attract tourists interested in unique culinary experiences and enhance their overall perception of the destination.

Unraveling the MSME research potential in India: A bibliometric analysis

MSME (micro, small, and medium enterprise) is a day-to-day emerging and evolving concept across various fields. Although professionals and academics are becoming increasingly interested in MSME research, limited literature has offered a thorough analysis of current trends and potential future implications for MSME research in India. Rather than providing a comprehensive understanding of the field, previous reviews on MSME have frequently confined themselves to conceptual (construct) or contextual (finance, marketing) insights obtained through the use of conventional review methods (descriptive). This review performs a bibliometric analysis of 346 articles published in Scopus-indexed journals between 2010 and 2023 using VOSviewer version 1.6.18. Thus, scholars can use this review as a one-stop, up-to-date summary of MSME to guide and shape future MSME research. It also highlights the main patterns in the performance of the article, author, organization, and journal, as well as the patterns and potential repercussions for MSME research in India in the future.

Assessing the Impact of Different Marketing Techniques on Youth Perception Towards Health Nutrition-Related Products

research study aims to investigate This and assess the influence of various marketing techniques on the perceptions of youth regarding health and nutrition-related products. In today's consumer-driven society, the marketing strategies employed by companies play a significant role in shaping consumer attitudes and behaviors, particularly among the younger population and young individuals aged between 18 and 25 years and mainly Lovely Professional University. The research will focus on analyzing the impact of various marketing techniques such as celebrity endorsements, social media promotions, educational campaigns, and packaging designs on the youth's perception of health nutrition-related products. Findings from this study will provide valuable insights for both marketers and policymakers seeking to promote healthier dietary choices among the youth population. By understanding the specific marketing techniques that resonate positively with young consumers and contribute to improved perceptions of health nutrition-related products, stakeholders can develop more targeted and effective strategies to encourage healthier lifestyles among the youth. Key Words: marketing techniques, youth perception, health nutrition, consumer behavior, dietary choices.

Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective

Influencer advertising has emerged as an integral part of social media marketing. Within this realm, consumer engagement is a critical indicator for gauging the impact of influencer advertisements, as it encompasses the proactive involvement of consumers in spreading advertisements and creating value. Therefore, investigating the mechanisms behind consumer engagement holds significant relevance for formulating effective influencer advertising strategies. The current study, grounded in self-determination theory and employing a stimulus-organism-response framework, constructs a general model to assess the impact of influencer factors, advertisement information, and social factors on consumer engagement. Analyzing data from 522 samples using structural equation modeling, the findings reveal: (1) Social media influencers are effective at generating initial online traffic but have limited influence on deeper levels of consumer engagement, cautioning advertisers against overestimating their impact; (2) The essence of higher-level engagement lies in the ad information factor, affirming that in the new media era, content remains ‘king’; (3) Interpersonal factors should also be given importance, as influencing the surrounding social groups of consumers is one of the effective ways to enhance the impact of advertising. Theoretically, current research broadens the scope of both social media and advertising effectiveness studies, forming a bridge between influencer marketing and consumer engagement. Practically, the findings offer macro-level strategic insights for influencer marketing.