Shaping Consumer Perceptions Research Articles

The Impact of E-Commerce Leader's Marketing Attributes on Consumer Perception in China

With the rapid development of China's e-commerce market, e-commerce leaders are playing an increasingly crucial role in a highly competitive environment. Marketing attributes, such as brand influence, customer service quality, and marketing strategies, have become key factors in shaping consumer perception. This paper aims to explore how these marketing attributes affect consumer cognition and behavior in China. By analyzing existing literature and market data, this study presents a conceptual framework that highlights how brand influence affects purchasing decisions by enhancing consumer trust; how customer service improves brand image through increased consumer satisfaction and loyalty; and how effective marketing strategies alter consumer purchase intentions through personalized recommendations and promotional activities. The paper also examines the unique characteristics of the Chinese market, such as cultural differences and market environment, and provides practical recommendations for e-commerce leaders. Finally, the paper suggests directions for future empirical research to further validate these conceptual assumptions.

A Review of Research Progress on the Impact of Information Asymmetry on Green Consumption

Abstract: This paper discusses the impact of information asymmetry on green consumption and sustainable consumption. It emphasizes the importance of information in promoting green consumer behavior and highlights the role of media publicity and evaluation systems in shaping consumer perception and decision-making. The paper also explores the influence of government policies and subsidies on green consumption, noting that government intervention can benefit the entire green product industry chain. The authors suggest that in order to reduce the impact of information asymmetry, comprehensive and high-quality information should be provided to consumers, and consumers should be educated on information filtering and processing. The paper concludes by emphasizing the need for further research on the quantitative assessment of green information dissemination, the influence of green information on consumer psychology and behavior, and the role of government information in promoting green consumption. It calls for a multi-party linkage mechanism to drive the sustainable development of green consumption.

SERVICE QUALITY AND CONSUMER PATRONAGE IN ROBAN STORES, AWKA ANAMBRA STATE-NIGERIA: CONTENT ANALYSIS

<p>This study explores the relationship between service quality and consumer patronage at Roban Stores, Awka, Anambra State, Nigeria, employing a qualitative research approach through content analysis. Service quality is conceptualized as the provider's ability to meet customer expectations and enhance business performance through dimensions such as reliability, responsiveness, assurance, empathy, and tangibles. Consumer patronage is defined as the consistent preference of consumers to repeatedly choose a particular firm's products or services over competitors', influenced by factors including product quality, price competitiveness, customer service, and overall satisfaction. The study investigates these dynamics at Roban Stores, high lighting factors such as quality products, competitive pricing, excellent customer service, strategic location, diverse product offerings, promotional activities, store ambiance, word-of-mouth, loyalty programs, and social media presence as crucial in shaping consumer perceptions and fostering patronage. Findings underscore the significance of managing service quality to enhance customer satisfaction and loyalty, recommending strategies for continuous improvement to sustain competitive advantage in the retail market.</p>

It's Magic, You Know

Advertising for Ozempic is inescapable. We have come to expect an advertisement for Ozempic around every corner. From scrolling social media to watching a hockey game, Ozempic is everywhere. This paper seeks to understand the multilayered and multimedia advertising campaigns, alongside lay-advertising on social media platforms that have allowed Ozempic and its producer Novo Nordisk to redefine and reframe the drug from its intended use as an insulin-producing type 2 diabetes medication to a widely sought-after weight loss medication. My analysis examines the role of social media in shaping consumer perceptions of Ozempic, the influence of direct-to-consumer advertising in promoting off-label uses, and the resulting consequences on drug accessibility and health perceptions. Specifically, by scrutinizing media portrayals on TikTok and direct-to-consumer advertising strategies, this paper unveils the dynamics of pharmaceutical product reframing and its effects on the dominant discourses surrounding said products. As Ozempic attempts to redefine what a healthy body should look like, it is imperative to analyze how social media and pharmaceutical advertising campaigns shift cultural understanding, reinforcing anti-fat narratives and limiting access to life-saving drugs for those who need them.

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

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

Determinants of Bank Selection: A Study on Consumer Perceptions and Expectations in Albania

This study investigates the factors influencing consumer perception in selecting banking services, focusing on service quality, customer satisfaction, and brand reputation within the Albanian banking sector. Using a structured questionnaire, 213 valid responses were gathered from customers in major cities, including Durres and Tirana. The analysis involved factor analysis, reliability testing, and regression analysis to explore the relationships between the identified factors and consumer decision-making. The findings reveal that service quality, encompassing tangibles, reliability, responsiveness, assurance, and empathy, plays a critical role in shaping consumer perceptions, with assurance, reliability, and responsiveness having the most significant impact. Additionally, customer satisfaction and the bank's brand influenced the selection process significantly. The results underscore the importance of banks enhancing service quality and maintaining a strong brand reputation to attract and retain customers in a competitive market. These insights provide valuable implications for bank marketers and strategists aiming to develop effective customer-centric approaches.

Exploring Emotional Triggers in Advertising: A Study of Consumer Buying Behavior in Kathmandu Valley

This study aims to analyze the impact of emotional advertising on consumer buying behavior in Kathmandu Valley. An explanatory research approach is used for the study, employing convenience sampling under the non-probability sampling technique. To gather information from 412 respondents, structured questions and the KOBO toolbox are used. For data analysis, both descriptive and inferential analyses are employed. Findings reveal that emotions such as happiness, excitement, and humor are powerful tools in advertising. They help build trust, shape consumer perceptions, and influence buying behavior. However, challenges such as the gap between promises and delivery and the lack of creativity can hinder the effectiveness of emotional ads. To overcome these challenges, realistic advertisements that showcase the product accurately and creative approaches should be utilized to create a stronger impact on consumers' purchasing decisions.

The Role of Social Media in Promoting Sustainable Brands: Influencing Consumer Perceptions and Behavior Towards Sustainable Products

Sustainability has become a primary concern for consumers and businesses, and the need for brands to communicate their environmental initiatives effectively has significantly increased. Social media platforms have become powerful tools for shaping consumer perceptions and behaviors toward sustainable products. This study investigates how social media influences consumer trust, engagement, and purchase intentions related to sustainable brands. The study uses a mixed-method approach that includes qualitative meta-analysis, case studies, and a quantitative online survey. The study examines how transparency, influencer marketing, and consumer engagement on social media impact consumer attitudes and behaviors. Results indicate significant correlations between social media transparency and purchase intentions. According to the study results, influencer credibility is crucial in driving engagement with sustainable products. Case studies of brands such as Patagonia, IKEA, Unilever, and Tesla demonstrate how real-world companies use social media to promote sustainability, which further confirms the relevance of the study's findings.

Pengaruh Influencer Review dan Product Ingredients Terhadap Perilaku Konsumen pada Product Hydrasoothe Azarine Sunscreen Gel di Surabaya

This study aims to analyze the influence of influencer reviews and product ingredients of Hydrasoothe Azarine Sunscreen Gel in Surabaya. This type of research is associative using a quantitative approach. The population is users who are familiar with the influencer review “Tasya Farasya” and use product ingredients in Hydrasoothe Azarine Sunscreen Gel products in Surabaya, with a sample of 120 respondents. The sampling technique used was non-probability sampling with a purposive sampling approach, while the data collection technique was carried out through a questionnaire. Data analysis was performed using multiple linear regression. The results of the analysis show that both independent variables have a positive influence on consumer behavior. Simultaneously, influencer review and product ingredients have a significant effect on consumer behavior. In addition, it is partially stated that influencer reviews on consumer behavior have a significant effect and product ingredients partially have a significant effect on consumer behavior. Internal factors that can influence consumer behavior on Hydrasoothe Azarine Sunscreen Gel products in Surabaya are that the majority are female, the age range is 15-24 years old who live precisely in West Surabaya, income < Rp 1,000,000, senior high school, and have perceptions because the sunscreen is quality. This states that the importance of influencer reviews and product ingredients in shaping consumer opinions and perceptions of a product.

Process Analysis on Business Advertisement Text Data: A Systemic Functional Analysis Approach

This research is motivated by the significance of advertisements in influencing consumer behavior through the use of persuasive and strategic language. Advertisements not only serve to inform but also to shape consumer perceptions and preferences through emotional and visually appealing messages. This study identifies a significant knowledge gap regarding how various advertising techniques interact with the psychological and social factors of consumers. The research methodology employed a Systemic Functional Linguistics (SFL) approach to analyze business advertisement texts published in print and digital media. The main findings indicate that business advertisement texts tend to be dominated by material processes focused on physical actions such as "buy," "use," and "get," which are effective in driving consumer behavior. Mental and relational processes also play significant roles in influencing thoughts and forming relationships between products and consumers. Additionally, the presence of verbal, existential, and behavioral processes enriches advertisement messages with direct communication, emphasis on the existence of products, and specific behavioral actions. This research highlights the importance of a multidisciplinary approach in analyzing advertisements to understand the complex interactions between advertisements and consumers' socio-psychological factors. The implications of this study provide practical guidance for marketing practitioners in designing more effective and impactful advertisements.

Unveiling Brand Identity A Semiotic Exploration of Logo Design in Pakistani Clothing Brands

In the competitive textile market, each brand employs a unique logo or icon to distinguish itself from competitors. A logo acts as a brand's visual identity, conveying its uniqueness and intended message to consumers. Therefore, creating an effective logo is crucial for designers, as it significantly influences consumer perception. This research uses a semiotic analysis based on Kress and van Leeuwen's (2002) multimodality framework to examine the logos of two leading Pakistani clothing brands, including Khaadi and Junaid Jamshed. The study investigates how these logos impact consumer relationships with the brands, revealing that each logo is designed to communicate the brand's distinct message. Factors such as colour schemes, logos, font, shape, words, and the inclusion of popular personalities in advertisements are essential in shaping consumer perceptions and preferences. The research involved stratified sampling to collect data, ensuring a representative analysis of consumer views. The findings indicate that well-designed logos and strategic branding elements are crucial for a strong brand-consumer connection. These elements significantly affect consumer loyalty and choice, underscoring the importance of effective logo design in building a positive brand image and influencing consumer behaviour.

Relationship between Data Privacy Regulations and Consumer Trust in E-Commerce Platforms in Vietnam

Purpose: The aim of the study was to assess the relationship between data privacy regulations and consumer trust in e-commerce platforms in Vietnam. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study found that stringent data privacy regulations positively influence consumer trust in e-commerce platforms. When consumers perceive that their data is adequately protected, they are more likely to trust the platform, resulting in higher confidence levels and increased willingness to engage in online transactions. Moreover, compliance with these regulations can differentiate e-commerce platforms in competitive markets, as consumers tend to prefer platforms that prioritize data privacy and security. This relationship underscores the pivotal role of regulatory frameworks in shaping consumer perceptions and behaviors in the digital marketplace, emphasizing the importance of maintaining robust data protection standards to foster trust and sustainable business relationships. Implications to Theory, Practice and Policy: Trust theory, regulation theory and technology acceptance model may be used to anchor future studies on assessing the relationship between data privacy regulations and consumer trust in e-commerce platforms in Vietnam. E-commerce platforms should prioritize enhancing data transparency and accountability to build consumer trust. Policymakers should work towards harmonizing international data privacy standards to create a cohesive regulatory environment.

Examining the Nexus Between Customer Engagement and Satisfaction: Evidence from A Selected Retail Bank in South Africa

In the current retail banking environment, effective customer engagement is crucial for the success of organizations, impacting customer satisfaction, loyalty, and overall business performance. Given the competitive landscape and evolving customer expectations, it is essential for banks, especially Absa bank in South Africa, to understand the dynamics of customer engagement. This study aims to investigate how customer engagement initiatives influence customer satisfaction at Absa bank in the Durban area to provide strategic insights for enhancing competitiveness. Using theoretical frameworks such as Sashi's customer engagement cycle and Gronroos' model of service quality, this research explores the relationship between communication strategies related to organizational change and customer satisfaction levels at Absa bank in Durban. A quantitative research approach was employed, utilizing a structured questionnaire survey and convenience sampling to gather data from walk-in clients at various Absa bank branches. Statistical analyses, including descriptive and inferential methods, were used to analyze the data and test hypotheses. The results of the study offer valuable insights into customer preferences and expectations in the retail banking sector. Customers appreciate consistent messaging across different engagement channels and value personalized communication from the bank. Personalized calls, follow-up phone calls, and nonverbal cues such as a firm handshake were found to significantly impact customer perceptions and satisfaction with Absa bank's services. Customers display a high level of trust, satisfaction, and engagement with Absa bank, indicating the success of its customer engagement initiatives. The study also emphasizes the importance of social media in enhancing positive word-of-mouth and shaping consumer perceptions. Based on these findings, it is recommended that Absa bank implements a proactive customer engagement strategy focused on providing positive and personalized experiences to its existing customers. Key strategies include tailoring customer interactions, soliciting feedback, introducing loyalty programs, and utilizing various engagement platforms.

Open to innovation: How a logo frame shapes consumer perception of the brand

We explored the influence on consumer behavior of a logo frame—a common design feature of logos. We proposed that whether a logo frame was present or absent would affect consumers' perception of brand innovativeness, thereby influencing their purchase intention. Through two studies utilizing diverse logo types and brands, we demonstrated that frameless logos conveyed a sense of openness that enhanced consumers' perception of brand innovativeness, leading to a positive impact on their purchase intention. Our findings underscore the generalizability and practical significance of logo-frame effects across different contexts, contributing to a deeper understanding of brand perception. Marketers can strategically leverage these insights to utilize visual-design elements that shape consumer perceptions and drive favorable responses toward a brand.

Optimizing positive goal framing in advertising: differential consumer responses to new product categories

PurposeThis research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new products (INPs) and really new products (RNPs). It moves beyond the traditional binary evaluation of advertising effectiveness, offering a more intricate analysis of consumer engagement based on product novelty.Design/methodology/approachEmploying a comprehensive dataset encompassing 461 digital video advertisements from six leading technology-centric firms, this study employs content analysis alongside hierarchical polynomial regression to dissect the dynamics between the volume of positive goal framings and consumer engagements. This examination is contextualized within the spectrum of product innovation, offering insights into the differential consumer behaviors elicited by INPs and RNPs.FindingsThe investigation uncovers a non-linear, inverted U-shaped correlation between the volume of positive goal framings and consumer responses. This relationship exhibits variability in its intensity between INPs and RNPs, with INPs demonstrating a more pronounced response variability around a higher inflection point on the curve. This pattern underscores the complex interplay between goal framing and product novelty in shaping consumer perceptions and actions.Originality/valueThis study pioneers the exploration of goal framing within the realm of product advertising, shifting the analytical lens from its traditional roots in health and medicine to the intricacies of consumer behavior in response to advertising. By introducing a distinctive classification of product newness through INPs and RNPs, the research augments current understanding of effective advertising strategies, delivering profound insights for marketers and advertisers in tailoring their campaigns to align with consumer expectations and product characteristics.

Ethical deployment of cognitive biases in marketing a framework for responsible influence

This paper examines the intersection of cognitive biases and ethical marketing practices, highlighting how psychological principles can influence consumer behavior within ethical boundaries. Cognitive biases such as scarcity bias, authority bias, the halo effect, and confirmation bias significantly shape consumer perceptions and decisions. However, their application in marketing raises complex ethical concerns, particularly regarding consumer autonomy and the potential for manipulation. This study proposes a conceptual framework that integrates ethical guidelines with marketing strategies that utilize cognitive biases. Through a comprehensive literature review and theoretical analysis, this paper outlines the implications of these biases in marketing, develops a set of ethical guidelines, and discusses the broader impacts on consumer trust and brand integrity. The findings give marketers practical insights for ethically harnessing cognitive biases, ensuring that marketing practices drive business success and maintain consumer respect and loyalty.

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.

Branding in a Budding Industry: The Influence of Visual Cues on Consumer Behavior in the Cannabis Market

This study investigates the impact of visual branding cues on consumer responses in the cannabis market. Visual communication plays a critical role in shaping consumer behavior and perception. However, limited research exists on how consumers evaluate visual branding cues in the context of cannabis products. This study focuses on the effects of branded versus unbranded cannabis packaging for edible and inhalable products. It explores consumer product trust, product attitude, purchase intention, and willingness to pay in relation to visual branding cues. By investigating the impact of visual branding cues in the cannabis market, this study contributes new insights into the applicability of cue utilization theory and the theory of reasoned actions through this novel context.

Analysis of Relocation, Infrastructure and Islamic Business Ethics on Consumer Decisions through Consumer Behavior at Pasar Baru Mandailing Natal

This research aims to analyze the influence of trader relocation, market infrastructure, and Islamic business ethics on consumer decisions and satisfaction at Pasar Baru Mandailing Natal. The research methods used involved surveys, interviews, and path analysis. Research findings show that trader relocation, supported by adequate infrastructure and the application of Islamic business ethics, together create a better trading environment and positively influence consumer decisions and satisfaction. The results of path analysis show that these three factors interact with each other and contribute to shaping consumer perceptions and behavior. The practical implications of this research include the importance of effective communication during the relocation process, sustainable investment in market infrastructure, the implementation of Islamic business ethics as a standard, and a holistic approach to market management.

Are consumers still barking up the wrong (palm) tree? Insights into perceptions towards palm oil-related labels and claims

Labels and claims representing inherent health- or environment-related attributes contribute to shaping consumer product preferences and perceptions. Palm oil-related labels and claims foster assumptions about individual, social and planetary health. Although consumers in palm oil-importing countries view this commodity with scepticism, a consumer-endorsed trend towards its elimination may cause unintended shifts in environmental impacts. Instead of eliminating palm oil from industries, scientists often acknowledge the benefits of sustainably produced palm oil as a better alternative. A research gap exists to better explain consumer acceptance or rejection of products containing palm oil. To understand how palm oil-related labels and claims influence the perceived sustainability and healthiness of products, an online study was conducted with German consumers (n = 411). Predictors influencing sustainability perceptions were integrated into a Structural Equation Model to explore how these leverage positive or negative perspectives towards the absence of palm oil or the presence of certified sustainable palm oil. This study reveals that products containing no palm oil are perceived to be healthier and more sustainable. We find that sentiments towards palm oil do not necessarily follow traditional trajectories, but are underpinned by disjoint relationships and previously established judgments. Label heuristics are more influential in shaping these perceptions, making them prone to misinterpretation. A proliferation of ‘free from’ claims haloed with sustainability assumptions compromises the progress achieved within the certified sector. This calls for more sensitivity towards products containing certified palm oil, so that assumptions align with reality and consumer perceptions are not barking up the wrong tree.