Influence Of Marketing Research Articles

The impact of neuromarketing and influencer marketing on the decision process of generation Z consumers on the purchase of halal cosmetics

This study aims to help business actors understand Generation Z's purchase decision. In addition, it examines the behaviour of Generation Z mediated by neuromarketing and influencer marketing in the decision to purchase halal cosmetics so that business actors can determine strategies by optimising product information and advertising. The population of this study is residents of Cirebon City aged 19 to 24 years, with a population of 56,626. The sampling used the Slovin formula and obtained as many as 397 respondents. To test the hypothesis of this study, samples were taken randomly using SEM-PLS (Partial Least Squares—Modeling Structural Equation) analysis. The study results show that neuromarketing and influencer marketing influence the purchase decision of Generation Z halal cosmetics through consumer behaviour. The dominating influence is influencer marketing in the decision to purchase halal cosmetics through the behaviour of Generation Z. Thus, the results of this research can be used by halal cosmetics business actors in Cirebon City to implement their business strategies using influencer marketing so that business continuity is also expected to be maintained.

AI-driven virtual travel influencers and ethical consumerism: analysing engagement with Sena Zaro’s Instagram content

Purpose This study examines how AI-driven virtual travel influencers engage young consumers, with a focus on ethical consumerism. It analyses the content strategy on Instagram of Sena Zaro, the pioneering AI influencer in the travel and hospitality sector, created by Cenizaro Hotels. The purpose is to identify the adherence to ethical communication standards and evaluate the types of content that garner the highest engagement, analysing the emotions expressed through shared posts, and exploring the destinations promoted. Design/methodology/approach Through web scraping and AI-driven sentiment analysis, all textual posts from her profile and corresponding comments were examined. The stimulus-organism-response theory was applied to explore how ethical messaging (stimuli) impacted emotional engagement (organism), driving follower behaviour (response). The content was also categorized based on ethical tourism principles, as published by the World Tourism Organization’s Global Code of Ethics for Tourism. Findings Results highlight that authenticity and transparency are crucial for successful virtual influencer (VI) marketing. Posts featuring Sena Zaro herself, especially in carousel format, had the highest engagement. Although cultural heritage and local benefit were the most common ethical themes and labour rights were underrepresented, they did not notably impact engagement levels. Practical implications Practical implications related to emotional dynamics, ethical communication and location are presented to enhance customer engagement, along with recommendations for future digital marketing strategies in tourism to effectively use VI marketing. Originality/value This research is the first to examine a VI in the tourism and hospitality industry, specifically analysing how such an influencer engages with young consumers. It emphasizes the importance of authenticity and emotional engagement.

Strategies for Social Media Marketing to Engage and Shape the Purchase Behavior of Gen Z

This study examines the impact of social media marketing on the purchase behavior of Generation Z (Gen Z) consumers in India. Leveraging platforms like Instagram, Facebook, and WhatsApp, social media marketing has emerged as a key driver of consumer engagement and influence. The Study focuses on Indian demographics, the research underscores the effectiveness of social media strategies in connecting with Gen Z consumers. The study identifies that consumer engagement and social media influence significantly impact purchase decisions. Findings emphasize the importance of influencer marketing, brand authenticity, and user-generated content in shaping Gen Z’s behavior.

Influencer Marketing: A Cross-Cultural Study of Generation Z in Croatia And Türkiye

Using the Theory of Planned Behaviour, this research paper examines how influencer marketing affects Generation Z in two different countries: Croatia and Türkiye. The goal of this study is to examine whether the attitudes, subjective norms, and perceived behavioural control of Generation Z impact their intentions to follow influencers in the future. The research was conducted by means of a questionnaire and focus groups. Confirmatory factor analysis and structural equation modelling were used to test the hypotheses and the relationships between the variables. Both subjective norms and perceived behavioural control positively impact Generation Z's intention to follow influencers in Croatia and Türkiye. The findings of this study will allow brands in Croatia and Türkiye to adapt their content strategies, campaign designs, and engagement methods by considering the influencer preferences and cultural trends of Generation Z, which will, in turn, help brands in effectively reaching and engaging their target audiences.

Unpacking the Role of Brand Advocacy and Para-Social Relationships in Shaping Brand Trust on Social Media

This study investigates the impact of various factors in influencer marketing on brand performance when influencers endorse or collaborate with brands. Specifically, it examines the influence of quasi-social relationships, influencer attractiveness, influencer credibility, and endorsement content quality on brand trust, as well as the role of brand trust in brand promotion. The study is grounded in the stimulus-organism response hypothesis and encompasses a survey involving 333 participants. The results demonstrate that influencers' credibility significantly influences consumers' trust in brands, subsequently impacting brand publicity. These findings hold significant managerial implications and can assist decision-makers in selecting optimal marketing strategies. The findings show para-social ties often fails to enhance brand trust. Besides managers can use attractive influencers to craft visually appealing endorsements. To enhance brand trusts, managers need to collaborate with credible influencers with stronger reputation. Simultaneously, manager must ensure high quality and relevant content to enhance consumer trust.

Analysis of Pinduoduo's Advertising Strategy from the Perspective of Communication Channels

This paper analyzes Pinduoduos comprehensive advertising strategy, which integrates both digital and traditional media channels to optimize reach, engagement, and brand awareness across diverse consumer segments. Pinduoduo effectively leverages digital platforms, particularly social media, through innovative strategies such as group purchasing, gamification, influencer marketing, and data-driven targeting. These personalized and interactive approaches foster strong user engagement and drive organic growth. Simultaneously, traditional advertising channelstelevision, print, and outdoor advertisingremain central to Pinduoduos strategy, especially in reaching consumers in lower-tier cities and rural areas. The paper further explores how Pinduoduo adheres to the principles of integrated marketing communication (IMC) by delivering consistent messaging across diverse channels, enhancing brand credibility and consumer trust. By combining the precision of digital marketing with the broad reach of traditional media, Pinduoduo has positioned itself as a leading e-commerce platform, capable of appealing to a wide-ranging audience while maintaining a cohesive brand identity in an increasingly competitive market.

The Interplay of Influencer Marketing and Electronic Word of Mouth to Effect Consumer Purchase Decision

The Interplay of Influencer Marketing and Electronic Word of Mouth to Effect Consumer Purchase Decision

Pengaruh Social Media Marketing Activities, Influencer Marketing, dan Brand Image Terhadap Brand Loyalty di Instagram @elzattahijab

This study aims to examine the impact of social media marketing activities (SMMA), influencer marketing, and the influence of brand image on brand loyalty for Elzatta Hijab's Muslim fashion products. Using a systematic quantitative approach, data was collected through closed-ended questionnaires from 204 followers of Elzatta Hijab's Instagram account who met specific criteria. The data analysis method employed in this study was multiple linear regression, with the analysis conducted using SPSS 26 for Mac. The results show that all three variables have a significant impact on brand loyalty, both simultaneously and partially. These findings emphasize the importance of digital marketing strategies in building and maintaining brand loyalty, with influencer marketing being the most dominant factor affecting brand loyalty. The study recommends that companies continue to enhance the quality of their social media marketing activities, collaborate with relevant influencers, and maintain a positive brand image to stay competitive in the market.

BEYOND LIKES AND FOLLOWS: Navigating Consumer Trust and IPR-Related Risks in Influencer Marketing

The rapid growth of influencer marketing has revolutionized the way brands connect with their target audiences. However, this novel marketing strategy has also brought forth new legal challenges, particularly in consumer trust and intellectual property rights (IPRs). This study aims to bridge the gap in the current understanding of the interplay between consumer trust and IPR risks in the context of influencer marketing. Through a normative legal research method with a statutory approach, this study seeks to comprehensively examine the wider implications of influencer marketing. The research aims to contribute to developing a more robust legal framework that can effectively address the unique challenges posed by influencer marketing while fostering consumer trust and protecting intellectual property rights. The findings reveal inadequacies in the existing Indonesian legal frameworks, particularly the Consumer Protection Law, Copyright Law, and Trademark and GI Law, in addressing the unique challenges of influencer marketing. The study proposes targeted amendments to these laws, including mandatory disclosure requirements, clear guidelines on fair use and trademark usage, and stronger enforcement mechanisms to mitigate consumer trust and IPR risks. Pertumbuhan pesat pemasaran melalui influencer telah merevolusi cara mengenalkan merek berhubungan dengan audiens target mereka. Namun, strategi pemasaran baru ini juga memunculkan tantangan hukum baru, terutama di bidang kepercayaan konsumen dan hak kekayaan intelektual (HKI). Penelitian ini bertujuan untuk menjembatani kesenjangan dalam pemahaman saat ini mengenai keterkaitan antara kepercayaan konsumen dan risiko HKI dalam konteks pemasaran influencer. Melalui metode penelitian hukum normatif dengan pendekatan perundang-undangan, penelitian ini berupaya memberikan pemeriksaan menyeluruh terhadap implikasi luas pemasaran influencer. Penelitian ini bertujuan untuk berkontribusi pada pengembangan kerangka hukum yang lebih kuat yang dapat secara efektif menangani tantangan unik yang ditimbulkan oleh pemasaran influencer sambil mendorong kepercayaan konsumen dan melindungi hak kekayaan intelektual. Temuan mengungkapkan ketidakcukupan dalam kerangka hukum Indonesia yang ada, terutama Undang-Undang Perlindungan Konsumen, Undang-Undang Hak Cipta, dan Undang-Undang Merek dan Indikasi Geografis, dalam menangani tantangan unik pemasaran influencer. Penelitian ini mengusulkan amandemen khusus terhadap undang-undang ini, termasuk persyaratan pengungkapan wajib, pedoman yang jelas tentang penggunaan wajar dan penggunaan merek dagang, serta mekanisme penegakan yang lebih kuat, untuk mengurangi risiko kepercayaan konsumen dan HKI.

Assessing social media and influential marketing on brand perception and selection of higher educational institute in India

In the rapidly evolving landscape of higher education, Social media marketing (SMM) has evolved a critical factor in shaping brand perception (B.P.) and the decision-making process of prospective students in India. This paper intends to explore the intricate dynamics among Social media (S.M.), influencer marketing, and the selection of higher academic institutes (HEIs), focusing on understanding how these factors shape students' perceptions. We conducted this research on 560 students, who represented the research's population. SEM-PLS was applied to analyze the data and acquire procedures. Surveys on the Internet were used. Employing exogenous/endogenous elements to create sequences, the SEM approach examines causal associations among elements. It provides solutions to research into causation in dimensional and structural frameworks. According to the research's findings, selecting HEI is positively impacted by SMM initiatives. The aspects of SMM activities (electronic word-of-mouth (eWOM), personalization, interaction, and trendiness) affect the HEI selection. In addition, personalization and two have an impact on perceptions of the brand. Understanding and utilizing the efficacy of S.M. and influencer marketing will be crucial for HEIs looking to draw in and hold on to potential students as the higher education environment keeps evolving in the age of digitization.

The effect of self-confidence in the relationship between influencer marketing and willingness to buy

The effect of self-confidence in the relationship between influencer marketing and willingness to buy

The effect of self-confidence in the relationship between influencer marketing and willingness to buy

The effect of self-confidence in the relationship between influencer marketing and willingness to buy

Influencer Marketing 2.0: Assessing the Effectiveness of Micro-Influencers on Consumer Behavior

Influencer Marketing 2.0: Assessing the Effectiveness of Micro-Influencers on Consumer Behavior

Impact of influencer marketing on buying behaviour of millennials and generation Z

Impact of influencer marketing on buying behaviour of millennials and generation Z

ANALYSIS OF THE STRATEGIC INFLUENCE OF INFLUENCER MARKETING, EMAIL MARKETING AND SEO ON CUSTOMER LOYALTY AND CONSUMER SATISFACTION IN THE AUTOMOTIVE INDUSTRY IN PALOPO CITY

This study aims to analyze the influence of digital marketing strategies, including Influencer Marketing, Email Marketing, and Search Engine Optimization (SEO), on customer loyalty and consumer satisfaction in the automotive industry in Palopo City. This study uses a survey method by distributing an online questionnaire to 100 respondents who are consumers in the automotive industry. The results of the study show that the three marketing strategies have a significant influence on consumer satisfaction, but not all strategies have a direct impact on customer loyalty. Influencer Marketing and Email Marketing significantly increase consumer satisfaction, but do not directly affect customer loyalty. SEO has also been shown to be significant in increasing consumer satisfaction but has no direct influence on loyalty. This research emphasizes the importance of integrated and personalized marketing strategies to increase consumer satisfaction and convert that satisfaction into long-term loyalty.

Influencers’ Follower Numbers, Consumers’ Cultural Value Orientation, and Purchase Intention: Evidence from Japan, the United Kingdom, and Singapore

The literature on social media influencers neglects the role of consumer characteristics in influencing the effectiveness of influencers’ follower numbers. To fill this gap, we focus on the moderating effect of consumers’ cultural value orientation (i.e., power distance, uncertainty avoidance, collectivism/individualism, and masculinity/femininity) in the relationship between influencers’ follower numbers and purchase intention. Data were collected from 805 consumers across three countries: Japan, the United Kingdom, and Singapore. By identifying the moderating role of a consumer’s personal cultural value orientation on purchase intention toward recommended product, our study contributes to influencer marketing research and consumer cultural orientation literature.

인플루언서 광고 상품이 구매로 연결되는지 여부에 관한 연구 : 인플루언서의 특징 위주로

As SNS use becomes widespread, the value of SNS utilization is expanding and the scale of SNS advertising is also increasing explosively. In line with this trend, this study will contribute to companies establishing more efficient and effective marketing strategies by systematically analyzing the actual effects of influencer marketing. Based on previous studies on influencers, it is classified into three characteristics: expertise, attractiveness, and reliability. The key factors leading to purchase are classified into product expectation and brand image. The characteristics of influencers and the factors leading to purchase are clearly presented and a corresponding research model is presented. A questionnaire was used to collect samples and empirically analyze the hypothesis to verify it. The following conclusions were drawn. First, in the hypothesis that the characteristics of influencers will have a positive (+) effect on the key factors leading to the purchase of influencer-advertised products, expertise and attractiveness had an effect on product expectation and brand image. H1-1, H1-2, H3-1, and H3-2 were accepted. Second, in the hypothesis that the characteristics of the influencer will have a positive (+) effect on the key factors leading to the purchase of influencer-advertised products, reliability did not affect product expectation and brand image. Hypotheses H2-1 and H2-2 were rejected. Third, in the hypothesis that the key factors leading to the purchase of influencer-advertised products will have a positive effect on the intention to continue using, product expectation and brand image were judged to have a positive (+) effect on the intention to continue using. Hypotheses 4 and 5 were accepted.

Descriptive Analysis on Digital Marketing Strategies and its Impact with Special Reference Xiaomi Hubli

This study explores Xiaomi's digital marketing strategies and their effectiveness in achieving the brand's objectives. Leveraging literature reviews, questionnaires, and statistical analysis, the research evaluates the company's approach to social media, influencer marketing, and ecommerce platforms. Findings reveal Xiaomi’s strategic alignment with customer-centric innovation and suggest improvements for maintaining competitive advantage. This research examines Xiaomi’s digital marketing strategies and their effectiveness in achieving the company’s objectives. Using a descriptive approach, the study analyzes how Xiaomi leverages social media, influencer marketing, flash sales, and customer feedback to drive brand engagement and sales. The study utilizes questionnaires to gather consumer insights and employs statistical tools for analysis. Findings highlight Xiaomi's innovative digital strategies, while recommendations focus on enhancing transparency and diversifying campaign formats to sustain its competitive edge. Keywords: Xiaomi, digital marketing strategies, social media, influencer marketing, ecommerce, flash sales, customer engagement, brand objectives, consumer insights, competitive advantage, innovation, campaign recommendations.

Impulsive Buying Behavior through the Attraction of Students Captivated with Kocs' Short Videos: Second-Hand Footwear Products

In the rapidly developing digital economy, Vietnamese students' consumption behavior is changing significantly, particularly with the rise of impulsive shopping influenced by short videos from Key Opinion Consumers (KOCs). Specifically, second-hand footwear products (used shoes) stand out as an item that is regularly introduced by KOCs and attracts great interest from students, leading to impulsive shopping decisions due to their affordability and uniqueness. This study investigates the impact of KOCs (Key Opinion Consumers) on the impulsive shopping behavior of Vietnamese students within the digital economy's evolving landscape. It analyzes how KOCs' short video content influences unplanned purchase decisions, utilizing a mixed-method approach. Initially, semi-structured interviews with 20-30 students explored their perceptions of KOCs and shopping behaviors, informing a subsequent quantitative survey conducted with 524 students in Ho Chi Minh City. After data filtering, 512 responses were analyzed using the PLS-SEM structural model in SMARTPLS-4 software. Findings reveal that factors such as product information, brand recognition, KOCs' appeal, and virality significantly influence impulsive buying behavior, mediated by the attractiveness of short videos. Additional influences include promotions, mood, instant feel, and affordability. This research offers valuable insights into youth consumer behavior in the digital age and highlights critical issues regarding financial management and influencer marketing effectiveness in Vietnam.

Analyzing the effects of influencer marketing on consumer behavior: Insights from social influence theory in TikTok Campaigns

This study examines the impact of influencer marketing on consumer behavior through the lens of Social Influence Theory, focusing on campaigns conducted on TikTok, a platform renowned for its unique algorithm and highly engaged Gen Z audience. Employing a qualitative case study methodology, the research analyzes three successful TikTok campaigns: Chipotle’s #GuacDance Challenge, Gymshark’s fitness influencer initiative, and e.l.f. Cosmetics’ #EyesLipsFace campaign. Findings reveal that influencers play pivotal roles as agents of both normative and informational influence. Normative influence fosters conformity and participation in viral trends, as demonstrated by Chipotle’s campaign, which led to unprecedented digital sales. Informational influence builds trust in influencer expertise, evident in Gymshark’s ability to enhance brand loyalty through fitness content. TikTok’s features, such as user-generated content and virality potential, amplify these effects, making it a powerful tool for brand promotion. Thematic analysis highlights how influencer-driven strategies affect purchase decisions, brand loyalty, and user engagement. While these campaigns underscore TikTok’s transformative role in digital marketing, the study acknowledges limitations, including its platform-specific focus and the use of a limited number of case studies. Future research could explore comparative analyses across different social media platforms to generalize findings. These insights offer theoretical contributions to understanding digital consumer behavior and practical recommendations for brands to optimize influencer collaborations on TikTok by selecting suitable influencers, crafting authentic content, and leveraging the platform’s algorithm for maximum reach and engagement.