Insights For Marketers Research Articles

The Effects of Social Media Influencers' Self-Disclosure, Source Credibility, and Parasocial Relationships on Brand Trust and its Consequences

The availability of social media to most of the population has significantly increased in the present era. Social media users now have many options to access all kinds of information for their personal and job-related information. Many users seek opinions from social media influencers about goods and services because of their prosocial relationships. Past studies document that, besides other factors, an essential precursor of social media influencers is "intimate relationships between social media users and followers." Thus, the study has examined the effect of "self-disclosure on parasocial relationships and source credibility." It also examined the effect of "parasocial relationship and source credibility on brand trust." In addition, it examined the effect of "brand trust on commitment and brand loyalty." The study has collected a sample of 472 students from leading local universities in Karachi. It focused on them because the students are active users of social media. The study documents that self-disclosure positively affects parasocial relationships and source credibility. Parasocial relationships and source credibility promote brand trust. In addition, brand trust is a significant precursor of commitment and brand loyalty. These findings are crucial for understanding the dynamics of social media influencers and their impact on brand trust and loyalty. It also provides valuable insights for marketers and researchers in the domain of social media influencers.

The Role of Advertising in Shaping Consumer Perceptions of Sustainable Brands

This research investigates the pivotal role of advertising in shaping consumer perceptions of sustainable brands, delving into the intricate mechanisms by which advertising strategies influence consumer attitudes and behaviors towards sustainability. Through an extensive review of literature, empirical findings, and prospective research directions, this study illuminates the nuanced landscape of sustainability advertising and its profound implications for marketers and consumers. The research underscores the burgeoning significance of sustainable branding within contemporary marketing paradigms, propelled by the escalating consumer interest in sustainability and ethical consumption. Empirical investigations affirm a robust positive correlation between advertising exposure to sustainable brands and consumer perceptions, underscoring the substantial impact of advertising on molding attitudes and driving purchase behavior. The researcher explores the influence of advertising on consumer perceptions of sustainable brands, through a comprehensive review of literature, qualitative and empirical analysis, investigates the mechanisms by which advertising strategies impact consumer attitudes and behaviors towards sustainable brands, explore theories and concepts that provide insights into the mechanisms by which advertising strategies impact consumer attitudes and behaviors towards sustainable brands. Additionally, present the findings of empirical analysis, which further elucidates these relationships and sheds light on the significant role of advertising in shaping perceptions of sustainability and provide insights for marketers aiming to promote sustainable products and initiatives.

Milking the Alternatives: Understanding Coffee Consumers' Preferences for Non-Dairy Milk.

Consumer interest in plant-based milk alternatives is growing, despite extra charges in coffeehouses. While much research exists on non-dairy alternatives, plant-based milks in coffee drinks remain understudied. This study examines consumer preferences and behaviors regarding milk alternatives in coffee, using the Theoretical Domains Framework (TDF) and the Behavior Change Wheel (BCW). A survey of 200 participants from 19 countries explored demographics, coffee habits, attitudes towards non-dairy milk charges, and marketing awareness. Market insights showed taste as the main reason for coffee choice, with a preference for cow's milk and local cafes for quality. Many opposed the extra charges for non-dairy options, citing lactose intolerance or allergies, especially among Gen Z and Millennials. Regional variations included stronger opposition in the UK and Germany compared to the UAE and USA. The marketing for non-dairy milk was less memorable than general coffee advertisements. Regression analysis confirmed that viewing non-dairy milk as a dietary staple increased consumption, aligning with the TDF's "Beliefs about Consequences" domain. Finally, within the BCW framework, the intervention strategies centered on training and coercion were discussed. Implementing these approaches could encourage the wider adoption of non-dairy milk options in coffee shops, fostering inclusivity, health awareness, and supporting environmental sustainability efforts.

Is face and information availability important in green purchasing among young consumers?

With the growing awareness of environmental issues available across various media platforms, consumers, particularly the younger generation, are more conscious of their consumption and its impact on the environment. This trend can be observed in the surging demand for environmentally friendly and animal-test-free products on the market. However, despite the young consumer group’s critical role in the marketplace, existing research in this area remains limited, demanding further investigation. Recognising the significance of this trend, this study employs a two-stage partial least squares structural equation modelling-artificial neural network (PLS-SEM-ANN) approach to analyse the antecedents influencing green consumption among young Chinese consumers. This study proposes a conceptual research model that extends the norm activation model (NAM) by analysing 366 self-reported questionnaires. The first-stage PLS-SEM results reveal significant positive correlations between personal norms (PN), environmental knowledge (EK), information availability (IA), social norms (SN) and green consumption intention (GCI). However, face consciousness (FC) was found to have no significant effect on GCI. The second-stage ANN sensitivity analysis shows that PN emerged as the most influential factor on GCI, followed by IA, SN, and EK. This ranking diverges from the PLS-SEM results, suggesting potential hidden nonlinear relationships between IA, SN, EK and GCI. Among the significant predictors of PN, the ascription of responsibility (AR) ranks first, followed by an awareness of consequence (AC) and SN. With its unique two-stage PLS-SEM-ANN approach to green consumption among young consumers, this study offers valuable insights for both marketers and researchers. Marketers gain a new tool to predict GCI more effectively, while researchers can explore the intricate interplay of factors shaping sustainable consumption choices. Methodologically, the present study is one of the few that applies extended NAM using two-stage PLS-SEM-ANN in the context of green consumption.

Combating lookalike product through adapting advertising appeals to consumer value: Strategic implications to brand imitation management

Abstract“Lookalike” products, including counterfeits and copycats, are increasingly common in today's global marketplace. Four lab experiments were conducted involving 653 participants, and data were analyzed through SPSS 26. Based on social representation (SR) theory and self‐construal theory, this research examines how advertising for original brands impacts purchase intent for counterfeits and copycats differently. The results suggest that ads for the original product using value‐expressive (vs. utilitarian) appeals result in lower intent to purchase copycat versions. However, ads for the original product using utilitarian (vs. value‐expressive) appeals lead to lower purchase intent for counterfeit versions. The results also show that consumer need fulfillment mediates the interactive effect between ad appeal type and product type. The current research provides useful insights for marketers or retailers grappling with ongoing competitive threats posed by lookalike products and underscores the strategic utilization of various advertising tactics to reduce the demand for copycats and counterfeits.

Impact of mental health in persons living with rare disease: Findings from the AMCP Market Insights Program.

Within the framework of its Market Insights Program, AMCP convened a panel of experts representing diverse stakeholders to identify alterations to plan design and/or coverage options geared toward improving the diagnosis and treatment of mental health conditions among persons living with rare diseases (PLWRD). PLWRD face unique mental health challenges because of the misunderstood nature of their conditions, potential misdiagnosis, and limited treatment options. Economic burdens arise from increased medical needs, reliance on caregivers, and work disruptions. The interplay of these factors, along with health insurance coverage, creates a distinctive mental health landscape for PLWRD and a need to prioritize mental health support for this patient population. This article aims to (1) summarize expert perspectives on health care system challenges and areas of agreement concerning the management of mental health conditions and (2) advance payers' understanding of their role in supporting mental health care for patients with rare diseases. Addressing mental health needs of PLWRD presents multifaceted challenges. Managed care organizations play a pivotal role in supporting mental health care for PLWRD through their quality improvement initiatives and policies for coverage and reimbursement, which can impact both the rare disease treatment and mental health services PLWRD receive.

Optimizing the management of inherited blood disorders in a changing market: Findings from the AMCP Market Insights Program.

In this market insights program, AMCP brought together a panel of experts representing various stakeholders: national and regional health plans, integrated health care systems, employer benefits groups, clinical experts, the Centers for Disease Control and Prevention, and patient advocacy organizations. The objectives were to gain insights into the current and evolving treatments in hemophilia, sickle cell disease, and β-thalassemia; measure the effects of recently approved therapies on clinicians, payers, and patients; recognize emerging trends within the stop-loss market; address potential issues and obstacles related to monitoring and reporting outcomes; and identify concerns associated with both existing and emerging contracting and reimbursement models. This article aims to summarize expert perspectives on health care system challenges and strategies concerning the management of inherited blood disorders and to advance managed care professionals' understanding of their role in supporting care for these patients. The experts emphasized that when shaping coverage policies, a patient-centered approach is crucial, focusing on preserving organ function to maintain eligibility for future gene therapies among individuals with inherited blood disorders. These strategies, including benefit design modifications, specialized provider networks, and centralized mechanisms like registries, are vital for evaluating effectiveness, facilitating decision-making, and managing costs and risks associated with new and emerging treatment options for inherited blood disorders.

EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES OF NETWORK MARKETING COMPANIES ON CONSUMER PSYCHOLOGY

The rapid advancement in digital technologies has transformed the landscape of marketing, leading to the widespread adoption of digital marketing strategies by network marketing companies. This research paper examines the positive impacts of digital marketing strategies on consumer psychology and sales performance within network marketing companies. Utilizing a sample of 259 respondents, the study employs quantitative analysis to explore how digital marketing initiatives affect consumer engagement, brand perception, and purchasing decisions. The study highlights that personalized digital marketing strategies significantly enhance consumer engagement, influencing their perception of brands and increasing their likelihood of making purchases. Additionally, the research identifies a direct correlation between the frequency of digital marketing campaigns and improved sales performance. Special promotions and interactive digital marketing tactics further contribute to consumer purchasing decisions and trust in network marketing companies. The findings suggest that effective digital marketing strategies can lead to higher sales and improved customer loyalty. This paper provides valuable insights for marketers looking to optimize their digital strategies to better meet consumer needs and enhance sales performance.

From Influence to Purchase: Unraveling the Impact of Influencer Credibility, Brand-Involvement and Influencer Professionalism on Perceived Quality and Trust-Driven Purchase intention

This study aims to examine the impact of influencer attributes specifically, influencer credibility, professionalism, brand involvement and content quality on customer perceived quality in the realm of influencer marketing. The study also investigates the role of customer trust in moderating the relationship between perceived quality and purchase intention, offering insights into the mechanisms by which influencers impact consumer behavior. In the digital era, influencer marketing has emerged as a crucial instrument for firms to connect with consumers. Nevertheless, although considerable research has concentrated on the direct impact of influencer marketing on purchase intentions, lack of emphasis has been given on elucidating the intermediary function of customer perceived quality and the moderating impact of customer trust. The deficiency in the literature constrains our comprehension of the mechanisms by which influencer marketing influences customer behavior, especially for perceived quality and ensuing purchase decisions. The study employed a quantitative design, employing survey data gathered from 330 a varied sample of social media users who actively interact with influencer content. Structural equation modeling (SEM) analyzes the interactions among independent variables influencer credibility, professionalism, brand involvement, and content quality, the mediating variable consumer perceived quality, and the dependent variable purchase intention. The influence of customer trust on the relationship between perceived quality and purchase intention is also examined. This study's findings provide significant insights for marketers and brands utilizing influencer marketing methods. By comprehending the essential qualities of influencers that elevate customer perceived quality and how trust can improve these impacts, marketers can more effectively plan and optimize campaigns to increase purchase intention.

Make it real, make it useful! The impact of AR social experience on brand positivity and information sharing

PurposeThis study investigated the impact of the perceived Augmented Reality (AR) social experience of restaurant menus on two types of prosocial behaviors: brand positivity and brand information sharing.Design/methodology/approachThis study adopts the expectancy-value model as a framework, drawing on the cognitive load, self-determination, and media richness theories. Using a sample of 879 participants from the United States, the research model was tested using structural equation modeling (PLS-SEM).FindingsThe findings indicate that the social experience derived from using AR menus significantly predicts brand positivity and brand information sharing. The perceived usefulness of AR mediates this relationship. Moreover, AR reality congruence acts as a significant mediator between perceived AR social experience and brand positivity but not brand information sharing. The positive relationship between AR social experience, brand positivity, and brand information sharing is sequentially mediated by AR reality congruence and AR usefulness.Originality/valueThis groundbreaking research pioneers a fresh perspective, delving into the impact of AR social experiences on consumers' prosocial behaviors, specifically brand positivity and information sharing. Unravels intricate mechanisms, shedding light on how and under what circumstances AR social experiences foster positive behaviors within the dynamic realm of food services and restaurant settings. This study provides valuable insights for restaurant managers and marketers to leverage AR technology to create engaging and immersive customer-dining experiences, a concept that has not been thoroughly explored in previous studies.

The Impact of SERVQUAL on Consumers’ Satisfaction, Loyalty, and Intention to Use Online Food Delivery Services

Over the past five years, customer visits to restaurants have stagnated, while online deliveries have grown significantly. Many restaurants have adapted by adopting third-party food delivery services. However, online food delivery services (OFDSs) are underrepresented in the current retail literature. This study aims to address this gap by assessing the impact of service quality on consumers’ satisfaction, loyalty, and intention to use food delivery services. Specifically, we investigated whether customers were more loyal to restaurants or online food delivery services (OFDSs). We recruited 475 respondents who had used online food delivery services. This study analyzed the data using partial least squares (PLS) modeling. Our findings showed that responsiveness did not influence either loyalty or satisfaction. This suggests that marketers and practitioners should focus on the other four SERVQUAL dimensions (tangibles, reliability, assurance, and empathy) to increase consumer loyalty and satisfaction, which can then lead to increased intention to reuse the service (repeat patronage). Our research yields valuable insights for marketers deploying the SERVQUAL dimensions in the context of online food delivery services. This paper makes several theoretical and managerial contributions to the literature on these issues. It provides key insights for marketers regarding the deployment of the SERVQUAL dimensions (tangibles, reliability, responsiveness, assurance, and empathy) as part of an online food-delivery service.

Comparative Analysis of Impulse Buying Behaviour Across Retail Channels: A Study of Physical Stores, E-commerce Websites and Mobile Shopping Apps

"The nuanced dynamics of impulse buying behaviour across diverse retail channels unveil a fascinating interplay between consumer psychology and the unique attributes of physical stores, e-commerce platforms, and mobile shopping apps. Delving into the intricate landscape of impulse buying behaviour across three prominent retail channels, namely physical brick-and-mortar stores, e-commerce websites, and mobile shopping applications, sheds light on how retail environments shape and influence impulsive buying behaviours. Employing a comprehensive research framework that encompasses the realms of behavioural psychology, astute marketing strategies and the nuanced analysis of digital interfaces unveils the underpinnings that drive impulsive purchases in each distinct retail environment. By means of meticulous data collection and rigorous scrutiny, this research discerns the unique determinants of impulsive buying behaviour, encompassing consumer motivations, environmental cues and the pivotal role of technology becomes apparent. The comparative analysis not only enriches understanding of the impulse buying phenomenon but also provides actionable insights for retailers and marketers keen on creating bespoke strategies tailored to the specific attributes of each retail channel. Presenting realistic implications for businesses seeking to optimize consumer engagement and bolster sales in today’s multifaceted retail landscape, the recognition of the varied triggers behind impulse buying across different platforms empowers retailers to cultivate precision-targeted approaches that deeply resonate with their intended audience, thereby amplifying the efficacy of their marketing endeavours. Undertaking an exhaustive comparative analysis of impulsive buying behaviour"

Digital Marketing's Impact on Consumer Choices

In the digital era, internet advancements have significantly enhanced efficiency in the tea beverage business. This study investigates the impact of digital marketing strategies, product innovation, and brand awareness on consumer purchasing decisions for Indonesian Iced Tea products. Using a quantitative approach and data from 96 respondents selected via the Lemeshow formula, multiple linear regression analysis revealed that all three variables significantly influence purchasing decisions. These findings highlight the critical role of digital marketing, innovation, and brand awareness in driving consumer choices, offering valuable insights for marketers to enhance their strategies. Highlight: Digital marketing significantly boosts consumer purchasing decisions. Product innovation is essential for market competitiveness. Strong brand awareness influences consumer choices. Keyword: Digital marketing, product innovation, brand awareness, consumer purchasing decisions, Indonesian Iced Tea

Modelling eco-friendly smart home appliances’ adoption intention from the perspective of residents: a comparative analysis of PLS-SEM and fsQCA

PurposeThis research aims to explore the factors influencing the adoption intention of eco-friendly smart home appliances among residents in densely populated urban areas of a developing country.Design/methodology/approachA quantitative research approach was employed to gather data from 348 respondents through purposive sampling. A comparative analysis strategy was then utilized to investigate the adoption of eco-friendly smart home appliances, combining both linear (PLS-SEM) and non-linear (fsQCA) approaches.FindingsThe results obtained from PLS-SEM highlight that performance expectancy, facilitating conditions, hedonic motivation, price value, and environmental knowledge significantly influence the adoption intention of eco-friendly smart home appliances. However, the findings suggest that effort expectancy, social influence, and habit are not significantly associated with customers' intention to adopt eco-friendly smart home appliances. On the other hand, the fsQCA results identified eight configurations of antecedents, offering valuable insights into interpreting the complex combined causal relationships among these factors that can generate (each combination) the adoption intention of eco-friendly smart home appliances among densely populated city dwellers.Research limitations/implicationsThis study offers crucial marketing insights for various stakeholders, including homeowners, technology developers and manufacturers, smart home service providers, real estate developers, and government entities. The findings provide guidance on how these stakeholders can effectively encourage customers to adopt eco-friendly smart home appliances, aligning with future environmental sustainability demands. The research implications underscore the significance of exploring the antecedents that influence customers' adoption intention of eco-friendly technologies, contributing to the attainment of future sustainability goals.Originality/valueThe environmental sustainability of smart homes, particularly in densely populated city settings in developing countries, has received limited attention in previous studies. Therefore, this study aims to address the pressing issue of global warming and make a meaningful contribution to future sustainability goals related to smart housing technologies. Therefore, this study employs a comprehensive approach, combining both PLS-SEM (linear) and fsQCA (non-linear) techniques to provide a more thorough examination of the factors influencing the adoption of environmentally sustainable smart home appliances.

Study on the Effectiveness of Marketing through Sports

The intertwining of sports and marketing has become increasingly prevalent in modern society. This abstract examines the diverse approach to sports marketing, emphasizing its influence, methods, and obstacles. Sports provide a dynamic platform for marketers to engage with a wide range of people, exploiting the emotional connection and loyalty that comes with sports teams and individuals. Brands may match with the ideals and goals of sports fans through sponsorships, endorsements, and event activations, increasing brand perception and affinity. This paper investigates the effectiveness of marketing strategies deployed within the realm of sports. By analyzing various case studies and academic literature, the paper explores how sports provide a fertile ground for marketing initiatives to flourish. It examines the impact of sports marketing on brand visibility, consumer engagement, and revenue generation. Additionally, the paper discusses the challenges and ethical considerations associated with sports marketing practices. The findings contribute to a deeper understanding of the complex relationship between sports and marketing, offering insights for businesses and marketers seeking to leverage sports as a promotional platform.

The Decision-Making Journey of How-to Making Cooperation with Solar PV Developer Company to Install Solar PV in Indonesia: A Qualitative Study

This study explores the current purchasing behavior of companies in forming partnerships with solar PV developer companies (B2B), using a decision journey methodology. It investigates the impact of implementing renewable energy, particularly solar PV, in Indonesia, as well as the encouragement from local government to accelerate solar PV development. Additionally, Indonesia’s substantial solar PV potential has intensified competition among solar PV development companies to capture new markets. PT. XYZ aims to expand its market share using the decision journey methodology, driven by a significant market gap of approximately 300 trillion compared to its two main competitors. Through qualitative analysis, including interviews with five representatives from a large company in the business electricity sector with over 50 tenant companies, insights were gathered into the diverse decision-making processes within this service category. The findings underscore the importance of tailored marketing strategies based on product attributes. Overall, this research illuminates evolving consumer behavior in forming partnerships with solar PV developer companies through a B2B market approach, offering valuable insights for strategic marketing.

Perceptions and behaviors of wine consumers towards organic wine: a case study in central Greece

This study investigates the perceptions and behaviors of wine consumers towards organic wine in Central Greece. A survey was conducted among 75 participants across various age groups and regions, encompassing diverse socio-demographic backgrounds such as gender, age, profession, and education. Surprisingly, no significant differences were observed in attitudes towards organic wine across these demographics, except for variations related to place of residence and income. The majority of participants perceived organic wine as a premium product, with urban residents exhibiting a heightened inclination toward its purchase. Despite concerns regarding its high cost, participants expressed a willingness to continue purchasing organic wine owing to its perceived benefits. Based on the fact that there is a lack of relevant studies, this survey sheds light on the evolving consumer preferences and attitudes towards organic wine in the region, providing valuable insights for producers and marketers in the wine industry.

The Impact of Social Media on Tourist Destination Choices: A Quantitative Analysis

In the current travel environment, social media significantly influences how travelers discover and select destinations. Platforms like Instagram and YouTube serve as sources of inspiration, offering visually captivating content that encourages extensive travel. Increasingly, travelers rely on social media for trip planning, seeking reviews and tips from influencers and peers alike. Social proof, in the form of endorsements and user-generated content, reinforces destination choices and builds trust. Drawing on a literature review approach, this study examines existing research on the impact of social media on travel behavior. It synthesizes findings from various studies to explore how platforms shape travel decisions and consumer behavior. Gender-based analysis reveals that women tend to utilize social media more frequently than men for travel-related decisions. Understanding these patterns is crucial for effective destination marketing strategies. Despite inherent limitations in the literature reviewed, this study provides valuable insights for destination marketers and tourism professionals. Future research could delve deeper into additional variables to comprehensively understand the multifaceted effects of social media on travel behavior.

The role of perceived knowledge on key brand community constructs of trust, involvement and engagement

PurposeAgainst social cognitive and social exchange theories, this research paper aims to investigate the significance and interaction between perceived knowledge, involvement, trust and brand community engagement in brand communities (BC).Design/methodology/approachBC participants (n = 503) completed a cross-sectional survey for this research. Analysis was performed using PLS-SEM via SmartPLS (v. 4.1.0.2) and the novel Necessary Condition Analysis (NCA).FindingsAn integrative KITE model with positive and significant relationships of key BC constructs was established. The perceived BC knowledge influenced involvement and engagement. Furthermore, the constructs of involvement and trust were discovered to have a positive and significant impact on engagement, with trust having a substantial effect on BC engagement. The indirect effects of the trust construct via the BC knowledge and BC involvement constructs were also significant.Originality/valueThis research advances the existing conceptual approaches by introducing knowledge as the key BC constructs. The study illustrates that members’ knowledge about a BC facilitates their involvement in the BCs. The vital role of trust is revealed in the KITE model, as it is significantly related to BC knowledge, BC involvement and BC engagement with at least medium to large effect sizes. Notably, the role of trust is enhanced as it is the only necessary must-have (instead of “should-have”) condition to achieve high levels of BC engagement. Furthermore, the KITE model provides insights for marketers to develop a valuable BC.

Too much of a good thing? High volumes of positive WOM can undermine adopters of new technology products

AbstractWe explore how first-time adopters of complex new technology products are influenced by the volume of positive WOM that they receive prior to adoption. Such positive WOM can flow through to alter adopter’s goals during initial product use, with consequences for their usage experiences and strategies. Two longitudinal surveys and an experiment reveal a potential downside of positive WOM. Specifically, receiving a greater volume of positive WOM about a new technology product can establish normative standards for adopter’s performance during product use. This leads adopters to feel pressure to meet those standards, prompting avoidance-oriented performance goals for initial use of their new product. Together, these processes undermine adopter’s experiences with their new product, as well as their strategies for using it. Our findings offer insights for marketers and researchers by identifying and explaining an ironic post-adoption effect of PWOM.Too much of a good thing? High volumes of positive WOM can undermine adopters of new technology products.