Strong Consumer Research Articles

The Effect of Price Transparency on Young Travellers’ Choices: An Experimental Study of Resort Packages

Product bundling has gained significant traction in the hospitality industry, with an increasing number of businesses offering all-inclusive resort packages to attract consumers. With the increase in online travel purchases, both academics and industry professionals are increasingly interested in understanding the factors influencing consumer travel package choices. This study employs a 2 x 5 mixed-design experiment where participants evaluated both an all-inclusive and a non-inclusive resort, with variations in price presentation. Pricing was presented either transparently or non-transparently, and package savings were displayed in multiple formats. The results reveal a strong consumer preference for all-inclusive resort packages, regardless of the perceived value. Moreover, how pricing information is presented plays a crucial role in shaping consumer purchase decisions. These findings highlight the importance of price presentation strategies in the marketing of travel packages and offer valuable insights for both marketers and practitioners in the hospitality sector.

Hemp for health: a historical perspective on the marketing of cannabis-based foods in Sweden

Purpose The purpose of this paper is to provide the first comprehensive examination of the early cannabis-based food products industry, using Sweden as a case study. Drawing upon historical newspaper articles and advertisements from the Swedish Historical Newspaper Archive, the authors trace the short-lived development of the industry, from the initial exploitation of fears of tuberculosis in the late 19th century, followed by the “boom” in hempseed extract products and the widening of its claimed effects and, finally, increased skepticism and critiques of such products across the popular press in the early 20th century. Design/methodology/approach A rigorous search of the Swedish Historical Newspaper Archive was conducted to gather newspaper articles and advertisements on cannabis-based foods. The collected resources were scrutinized using critical discourse analysis to tease out key discourses at work, particularly around the concepts of health, nutrition and science. Findings The authors find that central to the marketization of cannabis-based foods was the construction of disease based on scientific and medical discourse, fearmongering to create a strong consumer base and individualization to place responsibility on consumers to take action to protect their family’s health. This demonstrates not only the long historical relationship between science and food marketing but also how brands’ health claims could often be fraudulent or overstated. Originality/value It is important to cast a historical lens on the commercialization of cannabis-based food products because demand for similar types of products has rapidly grown over the past decade. Now, just as before, manufacturers tap into consumers’ insecurities about health, and many of the same questions continue to be mooted about products’ safety. Paying greater attention to the broader and problematic history of commercial cannabis can, thus, serve as a reminder for both consumers and policymakers to think twice about whether hemp really is for health and if the claims it espouses are a mirage rather than a miracle.

Pentingnya Kualitas Pelayanan dan Kepercayaan Konsumen Terhadap Loyalitas Pelanggan di CV Putra Timur Farm

In the constantly shifting and challenging market landscape, one notable phenomenon is the surge in new businesses. This study focuses on examining the impact of service quality and consumer trust on customer loyalty at CV Putra Timur Farm. In the commodity business, where prices frequently fluctuate, maintaining customer loyalty is essential for business sustainability. Data for this research was collected through observations and questionnaires and analyzed using the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method. The results of the analysis indicate that excellent service quality and high levels of consumer trust have a positive and significant effect on customer loyalty. The findings highlight the critical importance of improving service quality and building strong consumer trust to maintain and enhance customer loyalty, especially amid unpredictable price fluctuations in commodity markets. This research underscores the need for businesses to focus on service excellence and trust-building strategies to ensure long-term customer retention and overall business success

A novel beverage with functional potential incorporating cascara (Coffea arabica), roselle (Hibiscus sabdariffa), and red ginger (Zingiber officinale Rosc. var. rubrum) extracts: chemical properties and sensory evaluation

Cascara (Coffea arabica), roselle (Hibiscus sabdariffa), and red ginger (Zingiber officinale Rosc. var. rubrum) extracts are potential sources of bioactive compounds, with promising antioxidant properties. This study aims to evaluate the chemical properties and sensory attributes of a novel beverage with functional potential, incorporating these extracts. A randomized complete design was employed to assess different formulations of cascara:roselle, with the addition of red ginger extract. The analysis included pH determination, total phenolic content via the Folin-Ciocalteu method, antioxidant activity using DPPH assay, total anthocyanin content analysis, and sensory evaluation through hedonic testing. The formulation containing cascara:roselle (55%:25%) with 20% red ginger extract showed optimal results, with a pH of 3.83, total phenolic content of 15.53 mg GAE/g, total anthocyanin content of 11.79 mg/100 g, and antioxidant activity of 91.38%. This formulation exhibited enhanced consumer preference in terms of color, aroma, taste, and aftertaste. The findings highlight the potential of this novel beverage, offering both nutritional benefits and strong consumer acceptance.

Impact of Perceived Experiential Advertising on Consumer Behavior in Nepal: Evidence from S-O-R Theory

Background: Advertising styles have evolved, with experiential or engagement-based advertising emerging as a future trend. But, how different dimensions of experiential advertising impact brand credibility and consumer behavior in Kathmandu Valley is not examine so far. Objective: The study aims to assess the causal relationships between the influence of experiential advertising dimensions on brand credibility and consumer behavior, using the Stimulus-Organism-Response (S-O-R) theory as a framework. Method: An exploratory research design was employed, guided by the S-O-R theory. Data were collected through a survey administered using KOBO Toolbox and a structured questionnaire. Structural Equation Modeling (SEM) was used to analyze the data and explore the relationships between perceived experiential advertising, brand credibility, and consumer behavior. Result: The study finds that brand credibility mediates the relationship between perceived related, cognitive, and behavioral experiences and consumer behavior. SEM analysis reveals that related and behavioral advertising significantly impact brand credibility. Additionally, both related and behavioral advertising, as well as brand credibility, are significant predictors of consumer behavior. These results confirm the theoretical relevance of the S-O-R theory in the context of experiential advertising. Conclusion: Experiential advertising, particularly related and behavioral experiences, significantly impacts brand credibility and consumer behavior in Nepal. The findings suggest that organizations can benefit from focusing on these dimensions to build and maintain strong consumer relationships, enhancing long-term engagement and loyalty. Paper Types: Research Paper Keywords: Banking sector, brand credibility, consumer behavior, experiential advertising, SEM JEL Classification: M37, C12, D91, H1

Exploring the product attributes of butterscotch sauce made from palm syrup by Kano model

This study revealed key insight into the consumption behavior and product attributes of sauces, specifically regarding butterscotch sauce made from palm syrup, using the Kano model. The sample consisted of 409 participants who responded to a questionnaire, and data were collected through frequency, percentage, mean, and customer satisfaction coefficient. Most participants purchase sauces on a regular basis, with a significant portion using sweet sauces for desserts and beverages, though awareness of butterscotch sauce is mixed. However, there is strong consumer interest in butterscotch sauce products, particularly when packaged in 180-ml plastic squeeze tubes, priced between 101 and 200 Thai baht, and featuring modern design elements. Consumers also value the use of local ingredients and express a high willingness to purchase such products, especially if they include usage guidelines. The study also identified various product attributes of butterscotch sauce made from palm syrup, categorized into indifferent, satisfying, attractive, and reverse attributes based on their impact on consumer satisfaction. Seven indifferent attributes were found, which neither enhance nor detract from consumer satisfaction. These include modern packaging and availability in supermarkets and souvenir shops. Three satisfying attributes were highlighted, such as the completeness of label details and appropriate pricing for quality, which positively influence consumer satisfaction. Attractive attributes, like the brown sugar aroma and the availability of recipes, were identified as key factors that uniquely engage consumers and drive demand. However, the study also revealed two reverse attributes—thick consistency and excessive sweetness—that cause dissatisfaction and require improvement. The satisfaction and dissatisfaction coefficients further emphasize the importance of providing recipes and methods of use while addressing concerns about price and label completeness to enhance overall consumer satisfaction. These findings provide valuable insights for developing palm syrup-based products that cater to consumer preferences.

Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers

Abstract Popular brands like Wendy’s, Postmates, and RyanAir have gained notoriety by making fun of their consumers, but is this an effective strategy to build strong consumer relationships? Across 11 (seven pre-registered) studies, using lab data, field data, and a variety of analytical approaches, the current research demonstrates that teasing communication increases consumer engagement with and connection to the brand compared to merely funny or neutral communication. These effects occur because consumers anthropomorphize brands more when they use teasing communication. This leads to greater engagement with brand messages and greater self-brand connection (SBC). We also leverage the interpersonal teasing literature to distinguish between prosocial and antisocial teases and highlight an important boundary condition. Specifically, we demonstrate that while prosocial teasing evokes a positive human schema, antisocial teasing, although still anthropomorphic, activates a negative human schema, which reduces connection to the brand. As a result, antisocial teases lose their relational advantage over purely funny communication. This work contributes to the streams of research on brand humor, anthropomorphism, and consumer–brand relationships. It also provides actionable implications by demonstrating a novel antecedent to consumer–brand connection and the boundaries within which these positive effects are expected to occur.

CUSTOMER SEGMENTATION USING MACHINE LEARNING

Businesses need to identify and segment their consumer base in order to effectively customize their strategies and improve customer satisfaction in the highly competitive market landscape of today. The goal of this study is to employ machine learning techniques to create a strong consumer segmentation model that will classify customers according to their demographics, behaviors, and purchase histories. Through the use of multiple clustering methods, including K-means, DBSCAN, and Hierarchical Clustering, the model seeks to find unique customer segments with shared attributes. To accomplish optimal segmentation, the segmentation process entails three steps: feature selection to identify the most significant features, model training, and data preprocessing to manage missing values and outliers. In-depth segment analysis is also included in the report to offer practical insights for better client retention tactics, tailored recommendations, and focused marketing efforts. The results of the study illustrate how machine learning may be used to find hidden patterns in consumer data, giving organizations the ability to make data- driven decisions. Organizations may improve their marketing efforts, allocate resources more efficiently, and eventually increase customer engagement and profitability by putting this customer segmentation strategy into practice. Key Words: K-Means Clustering, Hierarchical Clustering, Density-Based Spatial Clustering of Applications with Noise (DBSCAN), Cluster Plotting, Heatmaps, customer relationship management (CRM) system.

The Role of Brand Image, Brand Ambassadors and Korean Wave on Intention to Purchase of K-popers Customers

The purpose of this study is to investigate how brand ambassadors and the Korean wave affect brand perception and how that affects consumer choice. Using non-probability selection approaches, a sample of 100 respondents was chosen from a population of K-poppers as part of this quantitative research study. Direct data searches, online research, and questionnaires were used to gather data. Structural equation modeling (SEM) statistical approaches are used in data analysis. The analysis's findings indicate that neither the Korean wave nor brand ambassadors alone significantly affect a company's reputation. Together, nevertheless, they significantly and favorably impact brand image. In addition, the Korean wave and brand image, as well as brand ambassadors, have a big impact on buying decisions. In general, the Korean wave and brand ambassadors have a big impact on brand perception and can influence consumer decisions separately or in tandem. These findings highlight the value of using brand ambassadors and the Korean wave in marketing tactics to create a strong brand identity and influence consumer decisions to buy, particularly among K-pop enthusiasts.

How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective

PurposeThe emergence and rapid expansion of social media platforms have transformed the dynamics of consumer–brand communication. While consumer–brand relationship is driven on marketing campaigns in regular manner, social media (e.g. WeChat groups) creates boundaryless connections between external forces (e.g. customer community engagement) and internal resources (e.g. sales force). Therefore, this paper aims to provide a firm–customer synergistic perspective to explain service performance (SP) through service customization, which is significantly contributing to the research of consumer–brand relationship field in the current era.Design/methodology/approachA survey including two sets of questionnaires are employed for data collection, with one completed by frontline salesperson of Casarte and the other by their customers. A total of 242 dyadic-level data are adopted to test the hypothesis.FindingsThe findings shed light on the mechanism that drive SP by firm–customer interactions. These insights hold distinct managerial implications for firms seeking to leverage digital tools to efficiently meet customer demands.Originality/valueThis study contributes to understanding consumer–brand relationship within social media environment. It offers a synergistic perspective combined both outside-in and inside-out thinking, and explains how consumer–brand relationship can be fostered from both customers and salespeople. It highlights the significance of customer community engagement and salespeople dynamic learning capability as crucial factors in building strong consumer–brand relationship.

The Role of Last-Mile Delivery Quality and Satisfaction in Online Retail Experience: An Empirical Analysis

The rise of the e-commerce industry has markedly changed the global economy, providing customers with unparalleled access to goods and services. This study empirically examines online shoppers’ perceptions and preferences, focusing on their experiences with last-mile delivery (LMD) services and its impact on their shopping behaviour. This research employs machine learning classification and regression models for a large-scale analysis of customers’ responses, collected using an online survey in the main cities in Saudi Arabia, which is experiencing rapid e-commerce growth amidst a broader digital transformation. The findings highlight a strong consumer preference for timely LMD services, typically within a day of purchase, while noting dissatisfaction with exceedingly early delivery windows. The research emphasises the need to address customer dissatisfaction with delivery services to retain clientele, as many may switch retailers without informing the retailers. Additionally, a considerable trend towards preferring digital over cash-on-delivery payment methods was observed among online shoppers. Overall, this study provides valuable insights into the significant influence of LMD services on customer satisfaction and behaviour in the e-commerce sector. The use of robust machine learning models has revealed critical factors that can guide retailers and LMD providers in enhancing service delivery and customer experience, contributing to the broader discourse on e-commerce logistics efficiency and customer satisfaction.

How Brand Differentiation Influences Product Pricing Strategy Choices

In the context of increasingly fierce market competition, brand differentiation has become a key factor for companies seeking breakthroughs. Given the diversification of consumer demands and the growing issue of product homogeneity, brand differentiation is particularly crucial. It not only enables a company to stand out among competitors but also profoundly influences product pricing strategies. Brand differentiation involves more than just image shaping; it requires developing measures that align with a company's actual situation to enhance competitiveness. By creating a unique brand image, offering personalized product features, and delivering exceptional service experiences, companies can cultivate strong consumer identification and loyalty. Therefore, brand differentiation can help companies maintain a competitive position in intense industry competition. If competitors adopt a pricing cut strategy, companies with differentiated brands can maintain or increase price levels by offering value-added services or strengthening their brand image, avoiding price wars. Consequently, when formulating market strategies, companies should emphasize the construction and utilization of brand differentiation to achieve better market performance and economic benefits.

Jordanian Legal Systems Regarding Refund and Replacement in Online Trade Contracts: A Comparative Analytical Study

The birth of the internet has resulted in a rapid increase in online shopping activities. Despite the convenience of online shopping for sellers and buyers, various problems have emerged, harming consumers. Strong consumer protection is vital because goods traded online can not directly or physically be viewed or touched. The present study explored the legal provisions concerning refund or goods replacement within the online trade contract. Jordan currently lacks a law specifically for online trade, while e-commerce in Jordan is mainly governed by three laws, namely, the Jordan Civil Law 1976, Consumer Protection Law 2017, and Electronic Transactions Law 2015. E-commerce laws in the United Kingdom, France, Indonesia, and Malaysia were analyzed and compared with relevant Jordanian laws to examine the topics of refund and goods replacement in online trade contracts. Jordanian legal systems have been insufficient in guaranteeing consumers’ right to obtain refunds, goods, or services replacement from the provider or seller in online trade. Jordan thus needs to set up a special law on online trade that also legally covers matters of refunds and goods replacement.

Pengaruh Harga dan Keragaman Produk terhadap Minat Beli Konsumen Bloods Clothing Industries Concept Store Karawang

This study aims to analyze the influence of price and product diversity dimensions on consumer purchase intention at Bloods Clothing Industries Concept Store Karawang. In the rapidly evolving fashion business context, Bloods Clothing Industries faces the challenge of intensifying competition in the market. The main issue under investigation is how Bloods Clothing Industries navigates the dynamics of competition and creates a strong consumer purchase intention. This research employs a quantitative approach by collecting data from consumers who visited the store during a specific period. The collected data is subjected to statistical analysis techniques, and the structural model is tested using SmartPLS 4.0 software. The research findings reveal that factors such as price and product diversity significantly influence consumer purchase intention. Price-related aspects, including affordability, price-quality alignment, price competitiveness, and price-benefit correspondence, play a crucial role in shaping purchase intention. Additionally, product diversity in terms of materials and design also has a positive impact on consumer purchase intention. The implications of this study suggest that Bloods Clothing Industries concept store Karawang should consider marketing strategies that focus on competitive pricing dimensions and diverse products appealing to consumers. A better understanding of the factors influencing purchase intention can assist companies in making informed decisions to confront competition and enhance customer loyalty.

Consumer Preferences for Native Chicken Meat in India: Implications for Sustainable Production and Household Dynamics

Indigenous and native chickens play a pivotal role in rural economies, providing income and food security. India is one of the world's top producers of poultry, with a total chicken population of 851.8 million in 2019 and 37.2% representing native or indigenous breeds. In recent years, the rising demand for native chicken meat and government-backed projects in India have led to a shift from traditional backyard chicken raising to semi-intensive and intensive farms, empowering marginalized communities and women. Consumer preferences for native chicken meat in India was examined in this study, employing a two-part model with a logit model and log-normal OLS model to analyse responses from 503 consumers. Additionally, factor analysis revealed nine key factors influencing attitudes. Gender, age, income, education, marital status, cohabitation, household size, the presence of seniors or children, and consumption frequency significantly shaped preferences. Factors such as psychological well-being, affordability, knowledge, nutrition, food quality, fitness, purity, and sustainability had negative effects on preference and quantity purchased. The study reveals a strong consumer preference for native chicken meat, attributed to its organic nature, including traditional farming and sustainable production. To enhance sustainability of semi-intensive and intensive native chicken farming, it is imperative to address pricing disparities and ensure the consistent availability of native chicken meat. Achieving long-term sustainability in native chicken farming requires aligning consumer demand with ethical and environmentally sustainable farming practices.

Cultivar-Specific Growth and Yield of Mukunuwenna (<em>Alternanthera sessilis</em>) in the Low Country Wet Zone, Sri Lanka

Joyweed/Mukunuwenna (Alternanthera sessile) is a globally significant leafy vegetable, yet its maximum yield potential remains largely unrealized due to the limited genetic diversity of existing varieties. Farmers frequently lack precise knowledge about the yield potential, growth characteristics, and quality of the produce. Few attempts of research attentions were given to assess its growth characteristics, susceptibility to diseases and pests, consumer acceptability, and yield potential. Therefore, this study aims to comprehensively evaluate growth and yield traits, sensory qualities and morphological features of eight carefully selected Mukunuwenna cultivars. Thus, identifying the most suitable Mukunuwenna cultivars for the Low Country Wet Zone, Sri Lanka. In this investigation, we assessed four Mukunuwenna selections, including one wild (red) variety, alongside three local Mukunuwenna cultivars, focusing on their growth, yield and morphological characteristics under upland field conditions at the Agriculture Research Station, Thelijjawila, Sri Lanka. The study followed a randomized complete block design (RCBD) with three replicates. Data were meticulously collected for eight growth parameters and two yield parameters including average internodal distance, average leaf length, average leaf width, average number of shoots per unit area, average number of leaves per stem, average number of flowers per stem, average shoot height, average chlorophyll content, average leaf to stem ratio, and average yield per plot. The results, analyzed through ANOVA and mean separation demonstrated significant differences (P< 0.05) among Mukunuwenna cultivars across various attributes, To assess the diversity in growth and yield, a principle component analysis was conducted. A sensory evaluation was performed to assess the consumer preference. Notably, the Piliyandala selection exhibited the most promising growth and yield traits, particularly excelling leaf to stem ratio and gaining the highest consumer preference. Other notable performers were the Colombo selection, Weda Mukunuwenna and Cultivar M7 showing preferable growth and yield traits with strong consumer appeal. Considering these findings, we conclude that Piliyandala selection, Colombo selection, and Cultivar M7 exhibit preferable growth and yield traits for commercial cultivation, while Weda Mukunuwenna stands out as an ideal choice for home garden cultivation under upland conditions in the Low Country Wet Zone, following recommended agronomic practices. This study’s outcomes hold significant promise for further research endeavors, focusing on enhancing desirable growth and yield traits.

Public Relations Communication Strategies in Building Consumer Branding: Analysis of Unilever Company


 
 
 
 This article examines the Public Relations (PR) communication strategies employed by Unilever in building and maintaining a strong consumer branding. The study aims to understand how Unilever integrates PR communication strategies and adapts to the digital and social media era to create positive relationships with consumers. The research follows a qualitative approach, utilizing data collection techniques such as market research and consumer trend analysis and utilized a systematic Literature Review (SLR) method. The analysis reveals that Unilever emphasizes transparency, honesty, and consistency in their brand messages and values. They actively engage with consumers through social and environmental initiatives, creating a responsible and caring brand image. The results demonstrate that Unilever's PR strategies have successfully built a strong consumer branding and generated sustainable customer loyalty. The findings have implications for companies seeking to establish a positive and sustainable brand image in a competitive global market.
 
 
 

Ancaman resesi global pasca pandemi COVID-19 dan dampaknya terhadap ketahanan konsumen di Indonesia: Pendekatan analisis sintesis

The COVID-19 pandemic has significantly impacted economic and consumer resilience in Indonesia, especially in facing the threat of a global recession. This research explores the relationship between the threat of a post-COVID-19 recession and consumer resilience. Through a qualitative approach with a literature study type and a synthetic analysis approach, this research analyzes 15 scientific works from 2007-2022 obtained from the Google Scholar database. The main findings include the potential threat of recession as indicated by the performance of high inflation reducing consumer purchasing power, declining economic growth in Indonesia -3.49% in 2020, and rising food prices triggering panic buying. Optimistic individual characteristics, adaptability, and financial literacy demonstrate consumer resilience. Preventive and collaborative strategies between government, business, and society are crucial to building strong consumer resilience.

Opioids and fibromyalgia: frequency of use and factors associated with increased consumption in patients remitted to a tertiary care center

BackgroundOpioids are not recommended for fibromyalgia.ObjectiveTo investigate the frequency of opioid use in a large cohort of fibromyalgia patients and to identify factors associated with opioid consumption.MethodsA retrospective, observational study of a large fibromyalgia cohort in a tertiary care center. We assessed fibromyalgia severity, functional capacity, anxiety, depression, drugs consumption and the patient’s impression of change. We compared strong opioid consumers (SOC) and non-SOC. Inferential statistical and logistic regression analysis were used to identify factors associated with opioid consumption, and ANOVA for repeated measurements.ResultsWe found a prevalence of 9.2% of SOC (100 patients) among 1087 patients in the cohort. During the last four years there was a significant increase on the incidence of SOC up to 12.8% (p = 0.004). There were no differences in demographic variables between SOC and non-SOC. Clinical variables were significantly more severe in SOC, and they consumed more non-opioid drugs (p < 0.0001). Opioid consumption was independently associated with other non-opioid drugs (Odds ratio 1.25, CI: 1.13–1.38), but not with the fibromyalgia severity. At three months, 62% of the patients had opioid withdrawal. There were no statistical differences in the fibromyalgia severity at the initial evaluation, or the patient’s impression of change compared with those patients who continued opioids. Coping strategies were better in those patients who withdrew opioids (p = 0.044).ConclusionsWe observed an increase in opioid prescriptions during the last four years. Opioid consumption was associated with concomitant use of non-opioid drugs, but it was not associated with fibromyalgia severity.

How do consumers make behavioural decisions on social commerce platforms? The interaction effect between behaviour visibility and social needs

AbstractThe online phenomenon of social commerce (i.e., s‐commerce) platforms has emerged as a combination of online social networking and e‐commerce. On s‐commerce platforms, consumers can observe others' behavioural decisions and can distinguish those made by their friends from those made by their followees (i.e., the people a focal consumer follows but who do not follow that consumer back). Given this distinction, our study examines how consumers' behavioural decisions—regarding, for example, purchases, ratings, or “likes”—are made on s‐commerce platforms, with a focus on how they are influenced by prior decisions of friends and followees. Combining panel data from a large s‐commerce platform and two controlled experiments, we identify a strong normative social influence pattern in which consumers tend to follow others' prior decisions to gain social approval. Because the occurrence of normative social influence depends on both consumer behaviours with high public visibility and strong consumer needs to establish social ties, the unique information concerning behaviour visibility and consumers' social needs in the panel data allows us to identify normative social influence and to distinguish it from informational confounding mechanisms. Our panel data results show that on a friend network, where consumers' behavioural decisions are visible, females exhibit a greater tendency to follow others' prior decisions than males. We attribute this result to the stronger social needs of females. However, on a followee network, where behavioural decisions are invisible, these differences become less evident. Moreover, the two experiments demonstrate that making decision contexts private or activating social needs via a priming procedure can thwart (or even turn off) normative social influence. Our findings challenge prior research that identifies informational social influence as the predominant driver of conformity behaviours and thus have important implications for practice related to normative social influence, such as the development of techniques for satisfying consumers' different social needs depending on their gender or any other situational factors on s‐commerce platforms.