Customer Purchase Research Articles

The Role of Artificial Intelligence in Integrated Marketing Communication: An Evaluation of ChatGPT

Today, the use of Artificial Intelligence (AI) systems in various fields is increasing due to technological developments. In integrated marketing communications, the use of AI in particular stands out as an important advance. It has become an important tool for marketing communications, such as creating content, providing personalized services and optimizing marketing processes. This study is a compilation article that compiles and synthesizes existing studies on the effects of AI and ChatGPT, a widely used tool of AI, on four dimensions (inform, incent, persuade, remind) of integrated marketing communications. The study comprehensively presents the key findings collected from various sources. As a result of the study, AI applications and ChatGPT increase customer interaction, participation, satisfaction, attitude, and purchase intention in integrated marketing communication. It also offers businesses advantages such as new customers, increased sales and profits, lower costs, automation in business processes, increased efficiency and time savings. However, ethical aspects of AI such as data privacy, security and transparency pose obstacles to marketing communication and also require human intervention in some aspects of marketing communication. The study may be one of the first studies for future studies by shedding light on the in-depth understanding of the use of AI in marketing communications.

The Relevance of Source Credibility Theory on Purchase Intention in the Field the of Marketing: A Systematic Literature Review

Purpose: the purpose of this paper is to explore the current stage of knowledge on the theory of source credibility and analyse the usage of the source credibility theory to learn about customer purchase intention in the marketing field. This paper analyses to what extent and in what ways source credibility theory and the concept of source credibility are used to learn about customer purchase intention. Further, we know that the theory can further be extended or added to the current theory by adding the concept of receiver credibility and messenger credibility to know about credibility and its impact on purchase intention. Design/Methodology/Approach: A systematic literature review is used to identify helpful research articles from 3 major databases i.e. SCOPUS, APA Psyc Articles, and EBSCO. 20 journal articles are extracted after a careful review of 143 articles through the systematic review process of PRISMA. Findings: The conceptual model design defines purchase intention as the credibility of three sources, i.e., source credibility, message credibility, and receiver credibility. The source's credibility is further dependent on expertise, trustworthiness and attractiveness. In contrast, message credibility is majorly defined with the help of argument quality and completeness, and receiver credibility can be defined through the receiver's attitude, emotional attachment and social influence. Originality/value: the study will help understand source credibility theory and how source credibility helps influence customer purchase intentions. This will help marketers in product development or servicing design, enhancing customer purchase intention by triggering source credibility.

How do digital influencers and social presence impact customer’s purchase intention in live streaming commerce, considering the mediating role of customer trust?

This research aims to investigate how digital influencers and social presence impact consumer interest in live streaming commerce in Indonesia, with customer trust playing a mediating role. The study utilizes a quantitative approach, collecting data through online questionnaires distributed via Google Form. The population consists of consumers who have engaged in online purchases through live streaming commerce. Purposive sampling yielded 258 respondents. Data analysis employed the partial least squares structural equation model (PLS-SEM) using SmartPls3.0. Findings indicate that digital influencers influence customer trust, social presence affects both customer trust and purchase intention, and customer trust mediates the relationship between social presence and purchase intention.

Generative Adversarial Networks in Fashion Retailing and Customer Purchase Intention: An Extension of Theory of Consumption Value

The emergence of generative adversarial networks (GANs) in marketing, a component of artificial intelligence (AI) technology, has the potential to influence customer behaviour in a variety of ways. In various contexts, the theory of consumption value (TCV) has elucidated customer behaviour. Few studies have applied TCV to GAN in marketing, particularly in fashion retailing. To close the gap, this study extends TCV to GAN-fashion retailing. A mixed research approach began with a 12-participant explorative focus group discussion to identify factors and develop the questionnaire. Second, we conducted a stratified random sampling-based cross-sectional survey and distributed the questionnaire to 258 diverse respondents. Analytical methods included structural equation modelling. It is discovered that decision-intelligent infrastructure (representing functional value) was a major driver of purchase intention in the GAN-fashion retailing context. This study has also found contradictory results and also discussed the reasons behind them. Overall, this has contributed in both the theoretical area, by extending the TCV framework in GAN-fashion retailing, and the managerial area, by making some suggestions. Also, it has opened up many new avenues for future study in the GAN-fashion retailing context.

AUGMENTING ISLAMIC DIGITAL PAYMENT EFFECT ON MUSLIM CUSTOMER PURCHASE DECISION ON MICRO, SMALL AND MEDIUM ENTERPRISES’ (MSMEs) PRODUCTS

To support the role of digital transaction in improving the growth of economy, the effect of Islamic digital payments on Muslim customer purchase decision on Micro, Small and Medium Enterprises’ (MSMEs) products should be augmented. This study employs a modified Technology acceptance Model (TAM) to examine whether perceived values mediate or augment the effect of Islamic digital payments on purchase decisions of MSMEs’ products. Using data gathered from 477 respondents, we find that the perceived values do augment Islamic digital payment effect on Muslim customer purchase decision on MSMEs products. However, their augmentation for the case of cash payments is absent. In other words, Islamic digital payments and perceived values are together the predictors of Muslim customer purchase decision while cash payments are not. We also note that the Islamic digital payments are the predictor of perceived values.

Evaluating the Impact of E-Service Quality Attributes on Customer Satisfaction and Purchase Intentions for Electronic Gadgets and Home Appliances, India

The objective of the study is to analyse the impact of e-service quality attributes on customer satisfaction and on purchase intention and purchase frequency of electronic gadgets and home appliances in Bangalore, India using the service quality (SERVQUAL) model. The e-service quality attributes chosen for the study are empathy, information, security, reliability, user interface, responsiveness, fulfillment, and personalization. This paper extends existing research by quantifying the impact of chosen attributes of e-service quality on customer satisfaction and purchase intentions, and on purchase frequency. 120 responses were collected for the analysis through an online questionnaire using convenience sampling. A diverse mix of respondents who are proficient in digital platform navigation and online purchases were chosen for the study. SPSS and R studio was applied to analyze the data. The techniques used for the study to test the hypothesis and to understand the relationship between the e-service quality attributes on customer satisfaction and purchase intention are descriptive statistics, chi-square, correlation, logistic regression, decision tree, SEM, and k-fold cross-validation. The results indicate that personalization, and fulfillment have a significant impact on customer purchase intention, the attributes fulfillment and information are key attributes for purchase frequency. From SEM analysis it is evident that all the chosen e-service quality attributes have a positive impact on customer satisfaction and it is significant, which in turn enhances purchase intention and purchase frequency. From decision tree analysis it is evident that customers aged 20-40 prefer buying products after verifying seller information on shopping websites. The results of the study provide valuable insights into the e-commerce sector to make better policies and strategies to enhance customer satisfaction and purchase intention.

Does social presence drive customer brand engagement and purchase intention in the fashion retail metaverse? The moderating role of self-efficacy

Does social presence drive customer brand engagement and purchase intention in the fashion retail metaverse? The moderating role of self-efficacy

Green Marketing's Role in Molding Customer Buying Decision for Green Products

Green Marketing's Role in Molding Customer Buying Decision for Green Products

Data-Driven Strategies for Enhancing Customer Retention in E-commerce

In the highly competitive e-commerce landscape, customer retention is critical for sustaining business growth and profitability. This research explores data-driven strategies for enhancing customer retention by leveraging advanced analytics, machine learning models, and behavioral data. By understanding customer preferences, purchase patterns, and engagement behaviors, businesses can implement personalized marketing campaigns, loyalty programs, and product recommendations. The study examines how predictive analytics can identify at-risk customers and proactively address their needs through targeted interventions. Additionally, it highlights the role of real-time data processing and customer feedback analysis in optimizing retention strategies. Challenges such as data privacy concerns, algorithmic bias, and the ethical use of customer data are also addressed. This research aims to provide actionable insights for e-commerce businesses, enabling them to foster long-term customer relationships, reduce churn rates, and improve lifetime value (LTV) metrics. By combining technological innovation with customer-centric practices, the study offers a comprehensive framework for creating meaningful and sustained customer engagement in the digital age.

Impact of “Green Fuel Promotion” on Customer Buying Behavior in Indian Retail Fuel Outlets : A Mix-Method Approach Using fsQCA and NVIVO

Impact of “Green Fuel Promotion” on Customer Buying Behavior in Indian Retail Fuel Outlets : A Mix-Method Approach Using fsQCA and NVIVO

E-commerce development in Bangladesh: marketing improvement based personalized recommendation service

E-commerce has profoundly changed the corporate environment, and companies now consider the internet a vital tool. Bangladeshi e-commerce is experiencing rapid growth, leading to a significant shift in the country's retail e-dealings. Along with a questionnaire-based survey to better understand online customer attitudes and purchase experiences, this study analyzes the Bangladeshi capabilities of electronic elements, including its history and present expansion. The study highlights challenges and potential growth areas for the e-commerce industry and offers suggestions for marketing initiatives for Bangladeshi online merchants. E-commerce is predicted to have an influence on people's social and professional lives in the future, with 62% of people utilizing the internet. Global online shopping for electronic commerce is anticipated to be worth USD 6.33 trillion, or 20.1%. Bangladesh ranks 36th internationally in terms of the largest eCommerce market, with projected eCommerce sales of USD 7,896 million by 2023. By 2028, earnings are estimated to exhibit an average yearly increase worth 22.3%, giving rise to an anticipated market value worth $17,647.3 million. With predicted 6.1% growth, the Bangladeshi eCommerce industry helped contribute to the 8.7% worldwide growth rate in 2023. The largest market in Bangladesh is for hobbies and leisure, then comes electronics, clothing, food, furniture, home goods, personal care products, and DIY. Even though it is still in its early stages, e-commerce has grown in Bangladesh thanks to the launch of websites like Daraz, Akhoni, and Ajkerdeal.

The Effect of Product Selection in Live Streaming on Firm Performance: The Roles of Interaction, Scenario, and Brand-Consumer Congruence

ABSTRACT Purpose Live streaming e-commerce is an emerging e-commerce model within the realm of the mobile Internet, based on video-centric social media interaction. However, there is currently a lack of in-depth research on live streaming from a business perspective and the impact of product selection in live streaming on firm performance. To fill these gaps, the current study investigated how brand – consumer congruence moderates the influence of product selection in live streaming on firm performance and how this effect varies across retailers. Methodology/approach The model and hypotheses were tested by applying partial least squares regression to data collected from 302 online retailers in the Chinese live streaming market. Findings Product selection in live streaming had a significant positive impact on firm performance. Brand – consumer congruence in live rooms partially mediated the relationship between product selection and firm performance. Live room scenario matching and live room interaction had significant positive moderating effects on the main effect of product selection in live streaming on firm performance. Research implications The literature has focused on the impact of live streaming on customer purchase behavior. Few studies have explored the value of live streaming from a business-to-business marketing perspective. Our findings offer theoretical insights into the relationship between product selection and firm performance. Originality/value/contribution This is the first study to examine the value of product selection in live streaming. In addition, it reveals how product selection affects firm performance through brand – consumer congruence. Practical implications This study has implications for online retail managers based on the effect of product selection in live streaming on firm performance and the roles of brand – consumer congruence, interaction, and scenario in live streaming of business-to-business marketing.

Examining Influence of Electronic Words of Mouth and Social Media Marketing on Customer Satisfaction and Purchase Intention: Moderating Impact of Effectiveness of Information and Communication Technologies

Purchasing intention has been the foremost element that leads the organizations towards success and this aspect demands revisiting this to reiterate its significance. The present study examines the impact of electronic words (E-words) of mouth and social media marketing on the purchase intention of manufacturing sector in China. The study also checks the mediating role of customer satisfaction among E-words of mouth, social media marketing and purchase intention and also checks the moderating role of effectiveness of information and communication technologies (ICT) among customer satisfaction and purchase intention. The primary data was collected from 190 respondents, identified through simple random sampling technique, using surveys. SPSS-AMOS was used to examine the associations among variables. The results exposed that E-words of mouth and social media marketing have a positive nexus with purchase intention. The results also exposed that the customer satisfaction significantly mediates the relationships among the constructs, effectiveness of ICT too significantly moderates this association. The study guides the policymakers in establishing the policies related to achieve the purchase intention using E-words of mouth, effective social media marketing and ICT.

Imbalanced Value Perception Enhances Secondhand Luxury Purchase: Evidence From Chinese Consumers

ABSTRACTThe secondhand luxury market has experienced significant growth in the past few years. Unlike the well‐known knowledge on consumers' luxury consumption, the motivations for purchasing secondhand luxury items remain underexplored. To address this gap, the present study examines how and when Chinese consumers' perceived values affect their purchase intention of secondhand luxury products. We propose that the imbalanced luxury value perception is superior to the balanced one in boosting customer purchase. This hypothesis received convergent support from two studies adopting different methodologies. Specifically, Study 1 was a lab experiment that verified that the imbalance value perception, that is, either a salient financial or symbolic value of a secondhand luxury product, can increase consumers' purchase intention. However, when the two values are highlighted, purchase intention decreases instead. Furthermore, Study 2 adopted a questionnaire survey to test the moderating effects of product risks. Specifically, when the level of product quality (fit) risk is high, a financial‐focused (symbolic‐focused) imbalanced value perception is most effective in improving consumers' purchase intention. This study contributes to the literature on luxury value and risk perception and benefits the marketing practice of secondhand luxury.

Online Reviews Meet Visual Attention: A Study on Consumer Patterns in Advertising, Analyzing Customer Satisfaction, Visual Engagement, and Purchase Intention

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is crucial for creating effective advertisements in the digital age. Initially, a big data analysis was performed to identify significant clusters of consumer sentiment from online reviews generated during a recent seasonal promotional campaign. The key factors were identified and grouped into the “Product”, “Model”, “Promo”, and “Effect” categories. Using these clusters as a foundation, an eye-tracking analysis measured visual attention metrics such as the fixation duration and count to understand how the participants engaged with the different advertisement content. Subsequently, a survey assessed the same participants’ purchase intentions and preferences related to the identified clusters. The results showed that the sentiment clusters related to products, promotions, and effects positively impacted the customer satisfaction. The eye-tracking data revealed that advertisements featuring products and models garnered the most visual attention, while the survey results indicated that promotional content significantly influenced the purchase intentions. This multi-step approach delivers an in-depth understanding of the factors that affect customer satisfaction and decision-making, providing valuable information for optimizing marketing strategies in the Korean skincare market. The findings emphasize the importance of integrating consumer sentiment analysis with visual engagement metrics to develop more effective and compelling marketing campaigns.

Predicting Customer Purchase Monetary with Advertising

Predicting Customer Purchase Monetary with Advertising

Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision

This paper focuses on the effects of influencer marketing and online customer reviews on customer purchasing decisions. Quantitative data was collected from 300 respondents and analyzed through SPSS. Process Macro was used to analyze the relations and mediation effects between the variables. The literature review indicates the increasing relevance of digital marketing and the impact of influencer marketing and online customer reviews on customer purchase decisions. Online customer reviews present ideal information as it is the social proof and influence purchasing decisions. According to the results, both influencer marketing and online customer reviews have a significant positive effect on influencing people's decisions when it comes to purchasing. This empirical research brings more light on how influencer marketing and online customer reviews along with credibility play powerful roles in structuring customer purchase decisions. It has a pragmatic impact on marketers for credibility in their digital marketing efforts to make sales.

E-wallet usage and customer purchase intention: Understanding the mediating role of shopping satisfaction and E-wallet structure

E-wallet usage and customer purchase intention: Understanding the mediating role of shopping satisfaction and E-wallet structure

Customer Attitude, Subjective Norms, And Perceived Behavioral Control Towards Customer Purchase Intention: A Case Study of Fast-Food Restaurant in Penang Malaysia

Customer Attitude, Subjective Norms, And Perceived Behavioral Control Towards Customer Purchase Intention: A Case Study of Fast-Food Restaurant in Penang Malaysia

MLOps

Companies are moving from a cottage industry to a factory approach to analytics, especially in regard to machine learning (ML) models. This change is motivating companies to adopt ML operations (MLOps) as a methodology for the timely development, deployment, and maintenance of ML models in order to positively impact business outcomes. The adoption of MLOps requires changes in processes, technology, and people, and these changes are informed by previous work on decision support systems (DSS), development operations (DevOps), and data operations (DataOps). The processes, technologies, and people needed for MLOps are discussed and illustrated using a customer purchase recommendation example. Current and future directions for MLOps practice driven by artificial intelligence (AI) are explored. Suggestions for further academic research are provided.