Source Of Information For Consumers Research Articles

Путешествие между каналами: формирование клиентского опыта в цифровой среде

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.

Do consumers prefer to buy dietary supplements online? Modeling sales prediction leveraging word of mouth

Purpose In online purchase for dietary supplements, due to the lack of professional advice from pharmacists, electronic word-of-mouth (eWOM) has become an important source of information for consumers to make purchase decisions. How can firms use eWOM resources to increase sales? The purpose of this paper is to provide practical methods for firms by exploring the effects of eWOM on sales and developing a sales prediction model based on eWOM. Design/methodology/approach The data came from 120 dietary supplements on Tmall.com. The authors extracted the product sales as dependent variable and 11 eWOM factors as independent variables. The multicollinearity was tested by using variance inflation factor and least absolute shrinkage and selection operator. The multiple linear regression was used to investigate the effects of eWOM on sales. Drawing on white- and black-box approaches, six models were developed. Comparing the root mean square error, the authors selected the optimal one as their target sales prediction model. Findings Product ratings, total reviews and favorites are positively and strongly associated with sales. Questions and additional reviews have negative effects on sales. The random forest model has the best prediction performance. Originality/value The research focuses on eWOM of dietary supplement. First, the authors show that easily accessible eWOM from online platforms can be used to evaluate effects and predict sales. Second, the authors introduce white- and black-box models through machine learning to assess eWOM. Firms could use the described models to foster their marketing initiatives.

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.

Impact of Advertising on Consumer Buying Behaviour

This study delves into the intricate relationship between advertising and consumer buying behavior, aiming to provide a nuanced understanding of the various mechanisms through which advertising influences purchasing decisions. Through a comprehensive review of relevant literature and empirical research, this paper explores the multifaceted impact of advertising on consumers' attitudes, preferences, and behaviors. The study examines how advertising serves as a potent tool for creating awareness, shaping brand perceptions, and eliciting emotional responses among consumers. It investigates the role of advertising in influencing consumer preferences by highlighting product features, benefits, and unique selling propositions. Furthermore, the study explores the persuasive techniques employed in advertisements, such as social proof, scarcity, and celebrity endorsements, and their effects on consumer decision-making processes. Moreover, the research investigates the significance of repetition and reinforcement in advertising, emphasizing the role of continuous exposure in maintaining brand salience and message retention in consumers' minds. It also explores the social and cultural influences embedded within advertising messages, examining how they shape consumer aspirations, values, and lifestyles. Additionally, the study considers the role of advertising as an information source for consumers, analyzing its impact on their information-seeking behavior and purchase decisions. Furthermore, it explores how advertising helps alleviate cognitive dissonance among consumers post-purchase, reaffirming their satisfaction and loyalty to the brand. Through its comprehensive analysis, this study contributes to a deeper understanding of the dynamics between advertising and consumer buying behavior, offering insights that can inform marketing strategies and enhance the effectiveness of advertising campaigns in today's dynamic marketplace.

Impact Advertising on Consumer Buying Behaviour

This study delves into the intricate relationship between advertising and consumer buying behavior, aiming to provide a nuanced understanding of the various mechanisms through which advertising influences purchasing decisions. Through a comprehensive review of relevant literature and empirical research, this paper explores the multifaceted impact of advertising on consumers' attitudes, preferences, and behaviors. The study examines how advertising serves as a potent tool for creating awareness, shaping brand perceptions, and eliciting emotional responses among consumers. It investigates the role of advertising in influencing consumer preferences by highlighting product features, benefits, and unique selling propositions. Furthermore, the study explores the persuasive techniques employed in advertisements, such as social proof, scarcity, and celebrity endorsements, and their effects on consumer decision-making processes. Moreover, the research investigates the significance of repetition and reinforcement in advertising, emphasizing the role of continuous exposure in maintaining brand salience and message retention in consumers' minds. It also explores the social and cultural influences embedded within advertising messages, examining how they shape consumer aspirations, values, and lifestyles. Additionally, the study considers the role of advertising as an information source for consumers, analyzing its impact on their information-seeking behavior and purchase decisions. Furthermore, it explores how advertising helps alleviate cognitive dissonance among consumers post-purchase, reaffirming their satisfaction and loyalty to the brand. Through its comprehensive analysis, this study contributes to a deeper understanding of the dynamics between advertising and consumer buying behavior, offering insights that can inform marketing strategies and enhance the effectiveness of advertising campaigns in today's dynamic marketplace.

The impact of consumer reviews and ratings on purchase decisions on the Tokopedia marketplace in Indonesia

The rapid development of technology has caused a shift in consumer shopping behavior from offline to online around the world including in Indonesia, one of which is marked by the growth of e-commerce which has increased significantly. E-commerce Tokopedia is one of the largest e-commerce in Indonesia which provides a variety of features that are a source of information for consumers in determining the products that consumers will buy, one feature that is quite important is consumer reviews and ratings. The purpose of this study was to determine the effect of the variables of consumer reviews and ratings as independent variables on purchasing decisions as the dependent variable on the Tokopedia marketplace in Indonesia. This study used a survey method by distributing questionnaires to 130 respondents. The sample was taken using the purposive sampling technique, which is a sampling technique with criteria according to the researcher's determination. The analytical method used in this research is Multiple Linear Regression Analysis. The results showed that the variables of consumer reviews and judgments had a suggestive effect on the purchasing decision variable.

Analisis Faktor-Faktor yang Memengaruhi Source of Consumer Information pada Pengunjung UKM Agrowisata

Technological developments play an important role in marketing activities, one of which is digital marketing through social media. With the existence of social media, it becomes easier, faster and lower cost for consumers to obtain information related to products or services offered by business organizations such as Small and Medium Enterprises. However, information on social media is less trustworthy and less credible because of several biases, so many consumers still rely on word of mouth when they want to search for or dig up information about products or services. The use of appropriate information sources has an influence on marketing strategies in business organizations such as Agrotourism SMEs, one of which is Dangau Abak. The lack of marketing research in Agrotourism SMEs, especially in the field of prepurchasing, is one of the reasons why this research is important to carry out. This research aims to determine the source of consumer information used by visitors to obtain information (word of mouth or social media) and analyze the factors that influence the use of this information source. This research was conducted on visitors to the Dangau Abak Agrotourism UKM which is a Small and Medium Enterprise in the Agrotourism sector with a total of 65 visitors as respondents. Data analysts use a binary logistic regression model with data collection techniques using observation, interviews and questionnaires. This research shows that most visitors obtain information about Dangau Abak Agrotourism UKM from social media, namely 57%. This research concludes that age and interaction with social media influence the use of information sources, both word of mouth and social media.

THE IMPACT OF ONLINE REVIEWS ON CONSUMER DECISION-MAKING: A SURVEY IN THE UKRAINIAN MARKET

Online reviews are a powerful source of information for consumers, especially in emerging markets such as Ukraine. However, little is known about how online reviews affect consumer behavior in this context. This paper aims to fill this gap by conducting a survey of 321 Ukrainian consumers who have used online reviews for their purchase decisions. The paper explores the impact of online reviews on consumer decision-making, the motivations and barriers for writing and reading reviews, the elements of convincing and suspicious reviews, and the trustworthiness of online reviews compared to other sources of information. The paper also examines the cultural and social factors that shape consumer preferences and expectations, such as the war situation, ethical behavior, and CSR initiatives. The paper provides valuable insights for businesses that want to leverage online reviews to enhance their online presence and customer relationships in the Ukrainian market. The paper also contributes to the literature on consumer behavior and online reviews, and suggests directions for future research.

What makes deceptive online reviews? A linguistic analysis perspective

AbstractWith the rapid development of e-commerce, online reviews have become an important information source for consumers and e-commerce businesses. While the negative impact of deceptive online reviews has been well recognized, more research has to be done to help understand the linguistic manifestations of deceptive online reviews in order to help identify deceptive reviews and help increase the value and sustainability of e-commerce businesses. This study explores the linguistic manifestations of deceptive online reviews based on the reality monitoring theory, and then uses the data from Amazon.com online product reviews to examine perceptual cues, affective cues, detail cues, relevance cues, and cognitive cues of various deceptive online reviews. The results show that reviews for emotional catharsis are more extreme with affective cues, while perfunctory reviews often lack details with fewer prepositions and adjectives. In addition, deceptive reviews often lack relevance cues when these reviews are made to obtain the rewards provided by the vendors while paid posters tend to use more cognitive cues in deceptive reviews. Moreover, deceptive online reviews under all motives often lack perceptual cues. These findings provide a deeper understanding of the linguistic manifestations of deceptive online reviews and provide significant managerial implications for e-commerce businesses to employ high-quality online reviews for sustainable growth.

Peran Food Vlogger Tasyi Athasyia dalam Mempengaruhi Keputusan Konsumen pada Pembelian Produk Makanan

The most popular content is about food, thus opening up a livelihood as a food vlogger. This research uses a qualitative approach, with exploratory research methods. The data confirmation technique uses the concept of source triangulation, namely by interviewing several different sources. Tasyi Athasyia's role as an influencer often provides personal views and experiences in consuming certain foods which serve as a source of information for consumers in choosing suitable food products. Tasyi Athasyia's influence as a food vlogger on purchasing food products can also be influenced by other factors such as the target market or certain market segments that are Tasyi Athasyia's audience. A successful influencer marketing campaign can also increase consumer trust in a brand or product, strengthen customer loyalty, and increase productsales. This study also explores the success of influencer marketing campaigns, such as those carried out by Tasyi, in increasing consumer trust in a brand or product.

The effect of subjectivity and objectivity in online reviews: A convolutional neural network approach

AbstractUser reviews are now an essential source of information for consumers, exerting strong influence on purchase decisions. Broadly speaking, reviews rated by consumers as more helpful exert a greater influence downstream. The current research examines how the linguistic characteristics of a review affect its helpfulness score. Using a convolutional neural network (CNN), this research analyzes the linguistic subjectivity and objectivity of over 2 million reviews on Amazon. The results show that, ceteris paribus, both linguistic subjectivity and objectivity have a positive impact on review helpfulness. However, contrary to consumers' intuition, when subjectivity and objectivity are combined in the same review, review helpfulness increases less than their respective separate effects would predict, especially for hedonic products. We conceptualize that this results from the increased complexity of messages mixing subjective and objective sentences, which requires more effortful processing. The findings extend the literature on online reviews, word‐of‐mouth, and text analysis in marketing, and offer practical implications for marketing communication and facilitation of reviews.

Water Use in Australian Irrigated Agriculture—Sentiments of Twitter Users

The objective of this research was to examine consumer perceptions of water use in key Australian irrigated agriculture industries. Twitter data (‘Tweets’) from 2018 to 2022 related to water use/water footprints by/of the cotton, rice, and dairy industries were analyzed. The results revealed a higher prevalence of negative sentiments towards water use in Australian irrigated dairy, cotton, and rice industries compared to positive sentiments. The cotton industry received the most criticism. Our analysis showed that although the term “water footprint” was not widely used, the volume of water required for the production of irrigated cotton, dairy, and rice, or products derived from these commodities, is being circulated in tweets. However, the study also highlighted the presence of highly variable, incorrect, or outdated water footprint data in these tweets, indicating the unreliability of Twitter as an information source for consumers seeking to make sustainable consumption choices. This research offers valuable insights into consumer sentiments, benefiting stakeholders and policymakers in addressing public concerns and misinformation in the Australian irrigated agriculture sector.

Website redesign in a maternity setting: Co-designing a resource for consumer support and education

Women want to be informed about their healthcare. Google searches provide an accessible option for women during pregnancy, but the content is largely unmonitored. Women have expressed dissatisfaction and confusion about receiving conflicting information from clinicians across the maternity service. It is essential for providers to offer person-centred care and listen to the voices of consumers. If the aim is to provide a service women want to use, women must have the opportunity to voice what they want. The local health district (LHD) maternity website development project aimed to redesign maternity website pages over 12 months to meet community needs and increase hits to the site by 70% within six months. Consumers were approached to participate through maternity services in a regional Australian health district where approximately 3,500 babies are born yearly. In a three-phase participatory action research study, researchers identified the areas of concern for consumers, worked with them to co-design and implement a new website, and evaluated the changes. Almost 20% of women who birthed from January to March 2022 responded to the evaluation survey. Half of these had explored the website. After the upgrades, the number of hits to the district website service page increased by 875 (from 124 to 999). Post-development surveys showed that women who felt they received inconsistent information at the hospital during their pregnancy were more likely to visit the website for clarification (p = 0.009). Of women who visited the website, 78% found the information useful, and 73% said they would use it again. This study highlighted that women engaging in maternity services desire access to relevant, quality information through digital technology. Maternity website development improvements increased patient satisfaction and reduced confusion, providing a reliable source of accessible health information for consumers.

Information Disclosure in the Era of Voice Technology

Whenever consumers interact with technological devices connected to the internet, they disclose information about themselves. The rapid diffusion of voice technology is shifting the way consumers interact with technological devices from typing or clicking to speaking. This article offers a comprehensive analysis of how this shift from manual to oral communication with technology affects information disclosure. The authors first consider verbal disclosure and provide a conceptual framework that explicates how voice technology can influence consumers’ propensity to reveal information about themselves through semantic content disclosed voluntarily. They then consider nonverbal disclosure and provide an analysis of how voice technology enables the collection of information revealed unintentionally through vocal paralanguage and ambient sound. The article offers testable propositions and poses open research questions that can serve as impetus for future research. In addition, it provides insights to marketers regarding how to navigate voice technology as a source of consumer information and to policy makers regarding how to better protect consumer privacy in interactions with voice technology.

Building Stronger Brand Evangelism for Sustainable Marketing through Micro-Influencer-Generated Content on Instagram in the Fashion Industry

Micro-influencers have become powerful sources of information for consumers in the digital age. Marketers have strategically collaborated with micro-influencers as brand endorsers to generate valuable content, which attract the consumers and encourage them to engage with micro-influencers, leading to brand evangelism. This reflects the sustainable consumer-brand relationships. In Southeast Asia, Instagram stands out as the preferred choice for fashion influencers for sharing product information and boosting consumer engagement. The current study is the first one incorporating literature-based frameworks, consisting of consumer-based digital content marketing, information relevance theory, observational learning theory, consumer-influencer engagement behavior, and brand evangelism, into a unified framework to deal with the research gaps. The quantitative method was applied through using partial least square structural equation modeling (PLS-SEM). The SmartPLS v. 3.3.9 software application was applied to explore the proposed model. The data were acquired from 499 Thai consumers who have followed and engaged the content with fashion micro-influencers on Instagram. The results revealed that the positive effect of topicality of content is the strongest antecedent that motivates consumer-influencer engagement, while novelty, understandability, reliability, interestingness, and influencers’ authenticity of content also have a positive influence on consumer-influencer engagement. Finally, the findings showed that consumer-influencer engagement have vital effects on brand evangelism.

Consumer Information-seeking for Social Products

THIS study proposes that marketing communication can be approached within a socio-psycho logical framework, where market-related information is subject to both internal (cognitive) and external or social influences, specifically reference groups. The concept of Information-seeking within this framework implies that the consumer is actively involved in the interchange of market related Information, and that he actively seeks Information relevant to his goals in the purchase situation. A broad spectrum of literature on Information-seeking is systemized according to the nature and sources of information seeking. From this model, a number of propositions regarding the nature and sources of consumer information seeking for social products are formulated, which form the basis of the empirical investigation. While the findings of the study point to the pervasive influence of reference groups in Information-seeking and consumer behaviour, they also indicate that there is a clear distinction between direct, verbal reference group influence communicated by Informal personal sources and in direct, non-verbal reference group influence communicated by formal, non-personal sources. A number of implications for marketers and advertisers are suggested.

The Determinants of Helpful Hotel Reviews: A Social Influence Perspective

Online hotel reviews regarding specific experiences and the sensibility of hotel reviewers are important sources of information for consumers who want to book hotels in the future. However, since thousands of reviews are written for one hotel, it is practically impossible for customers to read all the reviews. To alleviate this problem, OTAs (online travel agencies) provide a helpful vote of reviews, helping customers to quickly find helpful reviews without much effort. Therefore, in this study, a ZINB (zero-inflated negative binomial regression) was performed to investigate factors that influence the helpfulness of hotel reviews using the social influence theory. As a result of the analysis, it was found that location, service, and value of the hotel, alongside normative influencing factors and the length of the review (including informational influencing factors), affect the helpfulness of the review regardless of the city. The results of this study are expected to help hotel managers to take remedial action on negative reviews and strengthen the promotion of positive reviews, potentially helping to increase customer satisfaction.

Consumers' purchase intentions in social commerce: the role of social psychological distance, perceived value, and perceived cognitive effort

PurposeElectronic word-of-mouth (eWOM) has become one of the most influential information sources for consumers' purchase decision-making. Based on construal-level theory and from the perspective of cognitive effort, this study investigated the effects of eWOM social media types and conflicting eWOM on consumers' purchase intentions and validated the mediation role of social psychological distance, perceived value, and perceived cognitive effort.Design/methodology/approachTwo scenario-based experiments were conducted to validate the research model. Specifically, a 2 (eWOM social media type: strong-tie vs weak-tie) × 2 (conflicting eWOM: with vs without) between-subjects design was used. ANOVA, multiple regression analysis with PROCESS, and partial least squares (PLS) were employed to test the hypotheses.FindingsThe results showed that eWOM social media types had significant effects on both social psychological distance and perceived value. The significant chain mediating effects of social psychological distance and perceived value between eWOM social media types and consumers' purchase intentions were found. In addition, conflicting eWOM had significant effects on both perceived value and perceived cognitive effort. Indirect effects of conflicting eWOM on purchase intention through perceived cognitive effort were discovered.Originality/valueThese results contribute to the eWOM literature by investigating the influences of eWOM social media types and conflicting eWOM on consumers' purchase intentions. They also contribute to construal-level theory by extending its applicability to the field of eWOM.

EWOM processing from receiver perspective: Conceptualising the relationships

AbstractElectronic word‐of‐mouth (eWOM) communication is considered an important source of information for consumers. In existing frameworks and empirical studies, factors that lead to eWOM influence have been categorised into three essential elements equivalent to the three elements of communication processing: source, receiver and message. eWOM requires a more elaborate form of information processing, given the many‐to‐many nature of such communications and that the types of information processing differ between novice and experienced consumers. However, there is no conceptualisation that demonstrates the relationships among the factors of eWOM from this critical information processing perspective. Further, there is limited discourse on the situation and communication channel, although the situation and platform characteristics shape the nature of communication in the digital age. This paper reports insights obtained from an extensive literature review and presents a broader categorisation encompassing the factors of source, receiver, message, situation, task involvement and channel. Research propositions and recommendations for further research into eWOM processing are offered.

Consumer knowledge of food labeling

Introduction: Food labels are an important source of information for consumers about the food they consume. They are divided into compulsory and voluntary. Compulsory information are name, composition, additives, expiry date, nutritional value and also country and place of origin. Voluntary information are brand, quality marks, nutrition and health claim and different graphical signs making it easier to recognize the product. Aim: The aim of this paper is to evaluate the knowledge of consumers in information placed on the labels of food products and evaluating which sociodemographic factors influence the level of knowledge of respondees. Material and methods: The research was performed in the period of February to April 2022 with the help of an original questionnaire among 212 residents of Poland. After analyzing the answers, the level of knowledge of the respondents was assessed. Finally, the level of knowledge was compared to gender, age and education level. Results: 39,6% of responders read labels, 31,6% read only specific information. Both women (44,4%) and men (35,6%) most commonly showed knowledge on a good level. Older people aged 51-70 (38.1%) are characterized by a lower level of knowledge. People with vocational education demonstrate a sufficient level of knowledge (45,4%), and the highest level – very good – among people with university education (50%). Conclusions: The awareness of the most numerous group of consumers on information put on labels of food products was evaluated as good. Age and the level of education influence the level of knowledge, while the gender Has no effect on it.