Shaping Consumer Research Articles

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

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

Impact of Social Media Usage on Consumer Decision-Making in E-Commerce Platforms in Malawi

Purpose: The aim of the study was to assess the impact of social media usage on consumer decision-making in e-commerce platforms in Malawi. Methodology: 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 indicated a significant impact of social media usage on consumer decision-making within e-commerce platforms. One notable finding is the influence of social media platforms in shaping consumer preferences and purchase behaviors. For instance, consumers often turn to social media channels to seek product recommendations, reviews, and testimonials from peers or influencers they trust. Moreover, social media platforms provide a space for e-commerce businesses to engage with their audience through targeted advertising, promotions, and interactive content, thereby influencing purchasing decisions. Additionally, the viral nature of social media enables the rapid spread of information about products and brands, amplifying their visibility and influencing consumer perceptions. Implications to Theory, Practice and Policy: Social influence theory, technology acceptance model and social cognitive theory may be used to anchor future studies on assessing the impact of social media usage on consumer decision-making in e-commerce platforms in Malawi. Businesses should prioritize authenticity, transparency, and consumer engagement in their social media marketing strategies. Policymakers should consider regulatory measures to ensure transparency and accountability in social media advertising practices.

Impact of Online Reviews, Pricing, and Viral Marketing on Shopee Purchases

This study investigates the influence of Online Consumer Review (X1), Price (X2), and Viral Marketing (X3) on Purchase Decisions (Y) on Shopee among students of the Faculty of Business, Law, and Social Sciences at the University of Muhammadiyah Sidoarjo. Utilizing quantitative methods and IBM SPSS Version 25 for analysis, data was collected through survey questionnaires from 110 students selected via purposive sampling. Results indicate that Online Consumer Reviews, Price, and Viral Marketing significantly impact Purchase Decisions on Shopee. The findings underscore the importance of these factors in shaping consumer behavior on e-commerce platforms like Shopee, suggesting practical implications for businesses to optimize these aspects for enhanced consumer engagement and decision-making processes. Future research should explore additional variables and expand sample sizes to further enrich understanding of online consumer behavior. Higlight: Factor Influence: Reviews, pricing, viral marketing significantly affect purchase decisions. Quantitative Approach: SPSS utilized for rigorous data analysis. Business Insights: Study offers practical strategies for enhancing online engagement. Keywoard: Online Consumer Reviews, Price, Viral Marketing, Purchase Decisions, E-commerce Platforms

Consumer Shift from Fast Fashion to Thrift Fashion: An Application of Goal Framing Theory

Thrift fashion represents the fastest-growing trend on Instagram. Although consumers are still skeptical about thrift, its increasing popularity among young Indian consumers remains under-researched. Thus, this article analyzes the responsible factors shaping consumers’ purchase intention toward Instagram thrift stores. Responses from 206 Instagram thrift store followers were received using a self-administered questionnaire. Structural equation modeling in SPSS AMOS 21 tests the proposed research model. Six factors influencing consumers’ purchase intention were identified after reviewing relevant literature on the topic. Results indicate that the gain goal frame (economic value), hedonic goal frame (perceived concern and hedonic value), and electronic word-of-mouth significantly influence consumers’ purchase decisions. However, the impact of the normative goal frame (environmental concern) and fashion consciousness was insignificant. The findings of this study could help Instagram thrift store owners plan their communication strategies by identifying the motivating and demotivating factors of conscious consumers’ purchase intention. It is the first empirical article to understand the factors influencing the purchase intention of Indian consumers while purchasing from Instagram thrift fashion stores.

Online Review Helpfulness and Information Overload: The Roles of Text, Image, and Video Elements

Online reviews have become an important source of information for consumers, significantly influencing their purchasing decisions. However, the abundance and variety of review formats, especially the mix of text, image, and video elements, can lead to information overload and hinder effective decision-making. This study investigates how different review formats and their combinations affect the perceived helpfulness of reviews. We develop a comprehensive framework to analyze the interactions between text, image, and video elements and their impact on the helpfulness of reviews. We collect and code 8693 online reviews from JingDong Mall Mallacross six product categories, including both experience products and search products, and use multiple regression analysis to test our hypotheses. Our results show that textual review elements significantly increase review helpfulness. However, their effectiveness decreases as the amount of information increases, indicating cognitive overload. Text reviews are more prone to contribute to information overload, while visual elements such as images and videos generally do not contribute to information overload in the coexistence of text, image, and video reviews. Imagery components have a minimal effect on review helpfulness. Video elements are relatively short, which may not be sufficient to convey useful information. We also find that the impact of review formats varies between experience products and search products, and that star ratings moderate the alignment of textual or imagery components with consumer expectations. We conclude that the hybrid of text, image, and video elements in online reviews plays a crucial role in shaping consumer decision-making and information overload. Our research contributes to the literature on online reviews and information overload while providing practical implications for online retailers, review platforms, and consumers to optimize review formats, star ratings, and product types to facilitate informed purchase decisions.

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

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

ECO-FRIENDLY CARS’ PURCHASES: THE ROLE OF CONSUMER ENVIRONMENTAL CONCERN, MONETARY POLICY, AND VALUE PERCEPTIONS

In the automotive market environment of Indonesia, a more in-depth insight into the factors that influence the purchase intention of eco-friendly cars is essential. Environmentally friendly cars are increasingly gaining attention amidst global environmental and climate change concerns. The research method used was a survey with data collection through a questionnaire distributed to 300 respondents by using purposive sampling. The measurement scale in this study used a 7-point Likert scale. Most respondents are female, comprising 56 percent, compared to 44 percent of male respondents. Most respondents with entrepreneurial backgrounds and bachelor’s degrees fall within the productive age range of 35 to 45 years. Additionally, a significant portion of the respondents earns an annual income ranging from 5 to 10 million Indonesian Rupiah. The analysis of the variance-based SEM method, PLS-SEM, shows that consumer environmental concern, monetary incentive policy measures, and perceived value significantly contribute to consumer purchase intentions. This research aims to positively contribute to advancing the eco-friendly car industry, bolster sustainable government policies, and shape consumer perceptions favorably towards greener transportation solutions. The study contributes valuable insights to this field’s existing literature and research. The empirical basis and findings derived from this research can serve as a reference for future studies on eco-friendly cars, providing a foundation for further exploration and understanding sustainable mobility choices

Decoding the consumer mindset: Exploring the role of e-WOM, online experiences and brand trust in KKV one-stop shop purchase intention

This quantitative study aims to contribute to this body of knowledge by investigating the influence of e-WOM, online shopping experiences and brand trust on purchase decisions at KKV one-stop shopping store, a prominent e-commerce platform specializing in one-stop shopping. By examining the roles of e-WOM, online experiences, and brand trust in shaping consumer mindsets and purchase decisions at KKV one-stop shopping store, this study aims to contribute to the growing body of knowledge in consumer behavior and e-commerce research, particularly in the context of one-stop shopping platforms. Primary data were collected through a questionnaire distributed through social media platforms using the Google Form application. The study used a purposive sampling technique and the final sample consisted of 121 respondents. The results show that e-WOM, online shopping experience and brand trust have positive and statistically significant effects on purchase decisions. Specifically, favorable e-WOM communication, positive online shopping experience and high levels of brand trust increase the likelihood that consumers will purchase from KKV one-stop shopping store. The findings highlight the importance of cultivating positive e-WOM, providing seamless online shopping experiences and fostering brand trust as strategies to improve consumer purchase decisions in the e-commerce space.

A Study on the Impact of Influencer Marketing on Consumer Purchase Intentions towards the Cookware Industry.

Influencer marketing has transformed the way brands engage with consumers, particularly through social media platforms such as Instagram and YouTube. This study explores how influencer marketing impacts consumer purchase intentions of the cookware Industry. Utilizing a descriptive research design, data collected from 272 customers were analysed using various statistical tests and tools.Key findings reveal the significance of trust, authenticity, and influencer enthusiasm in shaping consumer behaviour, with strategic recommendations for optimizing influencer collaborations.

INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOR

Social media has become an indispensable part of contemporary society, reshaping the way individuals communicate, interact, and engage with content. In recent years, its influence has extended beyond personal interactions to profoundly impact various aspects of business, including marketing strategies and consumer behavior. As businesses strive to adapt to this evolving digital landscape, understanding the dynamics of social media marketing and its implications on consumer behavior has emerged as a critical area of study. In the context of India, a country with a burgeoning digital population and a rapidly expanding online market, the influence of social media on consumer behavior holds particular significance. With over a billion people and a growing middle class embracing digital technologies, India presents a fertile ground for exploring the interplay between social media marketing efforts and consumer responses. Understanding how social media platforms shape consumer attitudes, preferences, and purchasing decisions is essential for businesses seeking to effectively engage with the Indian market.

Understanding the complexities of omnichannel retailing through a service-dominant logic framework: exploring the role of digitalization in the retail ecosystem

ABSTRACT Retailing’s digital transformation continues to exert pressure on marketers to effectively design and manage consumers’ shopping experiences. A multi-method research approach was adopted to thoroughly examine the current state of consumer experiences in an omnichannel retailing context. Specifically, a bibliometric analysis of 561 omnichannel retailing articles in the Web of Science database was conducted, revealing a lack of research focused on the service-dominant logic perspective. Therefore, the proposed conceptual framework utilized a service-dominant logic perspective, emphasizing the interconnected roles of various actors in shaping consumers’ experiences and their assessments of value-in-use within complex omnichannel retailing. To the best of the authors’ knowledge, this research is the first comprehensive framework for understanding consumer value-in-use in omnichannel retailing, linking antecedents, consumers’ value-in-use experiences, and consequences for consumers and retailers. In summary, this paper conceptualizes how consumers perceive value co-creation within an omnichannel retail ecosystem, contributing to the development of omnichannel strategies that optimize consumers’ value-in-use across the retail landscape.

Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context

The social aspects of social commerce have not been considered in its entirety, particularly for the burgeoning live streaming shopping. Based on nationally representative data (n = 7701) collected via Douyin, a leading live streaming e-commerce platform in China, the study adopts PLS-SEM to test how social presence of the streamer (SSP) and that of other viewers (VSP) affect consumers' purchase intention (PI). A comprehensive framework integrating SSP, VSP, loneliness (LN), and consumer experience (CE) is proposed to understand consumers' PI in the context of live streaming shopping. It is found that SSP, VSP as well as CE, have direct positive effects on consumers' PI. Different roles played by social presence of two social actors are identified. Specifically, SSP exhibits a more pronounced impact on both CE and consumers' PI compared to VSP. Notably, contrary to the role of SSP in alleviating consumers' LN, VSP is found to significantly intensify consumers' LN, which implies that digital coexistence of other viewers in the live streaming shopping context may not provide consumers with a positive sense of companionship. LN affects consumers' PI via a complete mediation effect of CE, underscoring the vital role of CE in shaping consumers' PI in the live streaming shopping context, which also implies potentially distinct internal processes between current context of concern and traditional offline contexts. Moderating effect analyses reveal that LN negatively moderates the total effects of SSP on both CE and PI, indicating LN may function as an inherent self-protective element during social interactions between consumers and the streamer in the live streaming shopping context. Managerial implications, limitations and suggestions for future research are also discussed at the conclusion of the paper.

A Financial Performance Analysis of Starbucks

In a remarkably short span, Starbucks has evolved into a cultural icon synonymous with coffee and fashion in China. Beyond merely serving coffee, it embodies a brand and cultural phenomenon, exerting a profound influence on global economic dynamics. This paper conducts a comprehensive financial analysis of Starbucks, juxtaposing it against Rexall Coffee, Coca-Cola, and Nongfu Spring. China, emerging as Starbucks' second-largest investment market after the U.S., underscores the immense potential it holds for the coffee giant. Focusing on liquidity, solvency, profitability, and key performance indicators like ROE and ROA, the paper delves into Starbucks' strategic positioning within the dynamic Chinese market. As Starbucks continues to augment its investments in China, the analysis presented here underscores its pivotal role in shaping both consumer behavior and economic trends. Through this examination, the paper sheds light on the intricate interplay between Starbucks and the evolving landscape of the Chinese market, reaffirming its status as a global economic powerhouse.

A Comparative Analysis of Product Positioning Strategies in the Global Electric Vehicle Market: Insights from Leading Brands and Emerging Markets

This paper conducts a comprehensive comparative analysis of product positioning strategies in the global electric vehicle (EV) market, focusing on insights from leading brands such as Tesla and emerging market players like Build Your Dream (BYD). Through an examination of technology innovation, product features, market penetration strategies, pricing models, sustainability, and environmental policies, the study highlights the diverse approaches companies adopt to navigate the rapidly evolving EV landscape. The analysis reveals that technological innovation, particularly in battery technology, drive systems, and autonomous driving capabilities, plays a crucial role in differentiating brands and shaping consumer preferences. Market penetration strategies and pricing models further illustrate how companies adapt to competitive and economic dynamics to maximize their global footprint. Additionally, the paper explores how sustainability and environmental policies reflect corporate responsibility and serve as key components of brand and product positioning strategies. The findings suggest that a deep understanding of these multifaceted aspects is essential for EV manufacturers to achieve long-term success in a market characterized by intense competition and high consumer expectations.

Unveiling the impact of ChatGPT on travel consumer behaviour: exploring trust, attribute, and sustainable-tourism action

ABSTRACT This study examines the influence of ChatGPT on tourist behaviour using complexity theory. Factors such as media richness, anthropomorphism, trust in ChatGPT, and trust in online travel agencies are investigated to understand their effects on purchasing intentions and word-of-mouth, along with a moderator of sustainable-tourism action (practice). Results revealed the relationships among the variables, highlighting the crucial role of trust in shaping consumer behaviour. A comparison between high and low levels of sustainable-tourism practice groups provides further insights. The study discusses implications for the travel industry, emphasising the importance of leveraging ChatGPT to enhance tourist trust and sustainable actions.

IMPACT OF DESIGN, INFORMATION AND USEFULNESS OF TRAVEL WEBSITE ON TRAVEL PURCHASE INTENTION

This study explores the impact of design, information, and usefulness of travel websites on travel purchase intention. Utilizing a quantitative research design, data from 177 respondents were collected via a structured questionnaire administered through Google Forms. Regression analysis revealed that design, information, and usefulness significantly and positively influenced travel purchase intention with each predictor variable exhibiting a substantial effect on travel purchase decisions. These findings corroborate existing research emphasizing the importance of website design, information quality, and usefulness in shaping consumer purchase intention in the online travel domain. For instance, Kim & Lennon, (2008) found that visually appealing design positively influences purchase intention, while Ruiz Mafe Sanz Blas, (2006) demonstrated the significant impact of informative content on purchase intention, aligning with the positive coefficients observed in this study. KEYWORDS- Travel website design, Information and usefulness of travel website and travel purchase intention

User-Generated Content in Tourism: Could it impact Brand Equity and Intention to Visit?

The Internet has changed communication and created significant challenges for the tourism and hospitality sectors. Due to the abundance of tourist destinations available, competition is fierce. Therefore, destinations must devise strategies to set themselves apart and strengthen customer brand equity by providing informative and engaging content on digital platforms, specifically social media, with millions of users. Web 2.0 allows users to generate and distribute information through user-generated content and e-word-of-mouth as trustworthy sources for tourist information that can significantly influence travellers' decision-making process. Therefore, businesses must share pertinent information and incentivize online customer feedback on social media platforms where ideas and opinions are highly valued. These can influence a potential tourist's decision to visit, which makes them critical to destination promotion. Effective communication is essential in shaping consumer opinion and fostering strong customer relationships. This study analyses whether user-generated content impacts brand equity and visitation intentions. It utilized a quantitative approach, using a survey to collect data from tourists and potential tourists of Portugal's Central Region. The sample size consisted of 515 participants. The collected data was then analyzed statistically with the assistance of Smart PLS 3.3.2 software. Based on the results, it was found that user-generated content has an impact on destination awareness, perceived quality, and intention to visit.

Text mining analysis of retail and consumer service leaders' sustainability narratives: Are they actually true?

This study investigates the relationship between the sustainability narratives of retail and consumer services leaders and their actual sustainability practices, with a focus on the impact of these narratives on consumer perceptions and engagement. Firm-generated content (FGC) has become a significant factor influencing consumer reactions, especially in the context of sustainability claims within the retail and consumer services sectors. Our research examines the alignment of linguistic and communicative elements in sustainability communications with the actual sustainability performance of companies employing a multifaceted analytical approach including content/theme analysis, sentiment analysis, emotion detection, and readability assessments. The findings reveal that thematic content related to sustainability, emotional engagement strategies, and the clarity of communication are shown to play vital roles in enhancing consumer trust and engagement with retail and consumer services firms. Moreover, readability and polarity are critical in shaping consumer perceptions of authenticity and reliability in sustainability narratives. The study underscores the importance of transparency and authenticity in sustainability communications, demonstrating that effective messaging can significantly influence consumer engagement with retail and consumer services firms. By bridging the gap between sustainability narratives and actual practices, the research contributes to a deeper understanding of strategic communication's role in fostering sustainable consumer behavior and trust in the retail and consumer services sector.

Mengeksplorasi Minat Pembelian Ulang Pada Platform E-Commerce

This theoretical review aims to explore the potential influence of free shipping, customer experience, and perceived risk on repurchase intentions in the context of e-commerce. e-commerce has experienced significant growth globally, emphasizing the need to understand the factors that influence consumer repurchase behavior. Based on existing literature, this paper examines the theoretical basis and research results regarding the influence of free shipping interest, customer experience, and risk perception and their potential impact on consumers' willingness to repurchase on e-commerce platforms. This review highlights the importance of the factors free shipping, customer experience and risk perception in shaping consumer behavior and suggests avenues for future empirical research to validate the proposed relationships. Understanding these dynamics can help e-commerce businesses in formulating effective marketing strategies to increase customer retention and loyalty.

Consumer preference and willingness to pay for 3D-printed chocolates: A discrete choice experiment

This study explores the emerging field of 3D food printing, specifically examining consumer preferences for 3D-printed chocolate bars. While 3D printing has revolutionized various industries, the consumer acceptance of 3D-printed food remains a relatively underexplored topic. A discrete choice experiment was conducted to investigate consumer preferences and willingness to pay for 3D-printed chocolate bars in the UK. Key attributes included in the study were price, chocolate type, and the use of 3D printing technology. Using a mixed logit model, preference heterogeneity was assessed, revealing a general inclination towards 3D-printed chocolates, with an estimated increase in willingness to pay of £0.21 per 100 g. Furthermore, the influence of individual (participants’) characteristics, such as age, gender, prior knowledge of 3D food printing, and food technology neophobia, on perceived benefits associated with this technology and willingness to pay was also explored, using a structural equation modeling analysis. The results indicated that only perceived hedonic benefits, such as improved texture, positively impacted the willingness to pay, while food technology neophobia acted as a significant barrier. The results of this study therefore contribute valuable insights into the consumer acceptance of 3D-printed foods, specifically chocolates, highlighting potential avenues for market adoption and emphasizing the importance of effective communication in shaping consumer attitudes toward novel food processing technologies.