Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study

The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns – the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975–2000) – social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants’ availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns. Acknowledgment This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19.

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The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy

SHS Web of Conferences ◽

10.1051/shsconf/202112902020 ◽

2021 ◽

Vol 129 ◽

pp. 02020

Author(s):

David Vrtana

Keyword(s):

Marketing Strategy ◽

External Environment ◽

Value Added ◽

Shopping Behavior ◽

Behavioral Characteristics ◽

Purchasing Behavior ◽

Global Brand ◽

Brand Marketing ◽

The Right ◽

The Impact

Research background: Research will highlight the impact of the COVID-19 pandemic on Mc Donald’s brand marketing strategy. In the research, we will analyze the internal and external environment of the global brand. We will find out how the current pandemic situation has affected the customer shopping behavior of the global brand Mc Donald’s. Purpose of the article: In this article, we point out the importance of analyzing customers’ shopping behavior before and during a pandemic. We identify differences in shopping behavior before and during a pandemic. We will confirm whether our research identifies differences in the behavioral characteristics of the global brand’s shopping behavior in terms of differences and penetration. Methods: We used the methods of analysis, synthesis, comparison and generalization to assess the theoretical assumptions of purchasing behavior and marketing strategy. By comparison and generalization, we compare the financial performance of the brand during the COVID-19 pandemic. We will evaluate its significance in relation to shopping behavior. We will also use an analysis of the internal and external environment to identify the right marketing strategy for the global Mc Donald’s brand. Subsequently, we compare the results and identify the possibilities of adapting the marketing strategy with respect to purchasing behavior before and during the COVID-19 pandemic. Findings & Value added: We will point out the importance of the shopping behavior of Mc Donald’s global brand customers before and during the pandemic. We will find out how customers’ shopping behavior has changed and we will identify this change to the marketing strategy.

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Does Anybody Read SMS-Advertising?

International Journal of Technology and Human Interaction ◽

10.4018/jthi.2010040102 ◽

2010 ◽

Vol 6 (2) ◽

pp. 13-29 ◽

Cited By ~ 3

Author(s):

Claire Gauzente

Keyword(s):

Qualitative Study ◽

Empirical Study ◽

Quantitative Study ◽

Representative Sample ◽

Second Step ◽

Future Research ◽

Negative Attitudes ◽

Ambivalent Behaviour ◽

The Impact

This study explores mobile users’ perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to assess the impact of attitudes towards SMS advertising and perceived ad-clutter on reading behaviour. The main test is conducted over a representative sample of 302 mobile owners. From a behavioural standpoint, the results show ambivalent behaviour in most cases. In particular, the role of perceived ad-clutter is ascertained. Implications for practice and directions for future research are discussed.

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Influence Mechanism of Energy Efficiency Label on Consumers’ Purchasing Behavior of Energy-Saving Household Appliances

Frontiers in Psychology ◽

10.3389/fpsyg.2021.711854 ◽

2021 ◽

Vol 12 ◽

Author(s):

Guo Si-dai ◽

Lu Cheng-Peng ◽

Li Hang ◽

Zhu Ning

Keyword(s):

Energy Efficiency ◽

Theoretical Model ◽

Energy Saving ◽

Purchase Intention ◽

Cognitive Theory ◽

Perceived Value ◽

Equation Modeling ◽

Purchasing Behavior ◽

Household Appliances ◽

The Impact

Mandatory energy efficiency label is an effective way to change consumers’ consumption habits and guide them to buy energy-saving appliances. However, few studies concerned about the impact of energy efficiency label on consumers’ purchasing behavior. Based on the theory of planned behavior (TPB), social cognitive theory and signaling theory, this paper constructs a theoretical model of the effect of the energy label on consumers’ purchasing behavior of energy-saving household appliances. The survey data of 396 household appliance consumers in Mianyang City, China, are collected by the interception method, and the theoretical model is tested by structural equation modeling (SEM). Empirical results of this study indicate that consumers’ cognition and perceived value of energy efficiency label significantly affect label trust. Perceived value has a significant impact on consumers’ purchasing behavior of energy-saving appliances, while label cognition and label trust indirectly influence consumers’ purchasing behavior through the intermediary variable of purchase intention. External environmental factors such as publicity and education as well as subjective norms affect consumers’ actual purchasing behavior through the intermediary effect of purchase intention. This study provides important insights into the policy intervention measures to promote consumers’ purchasing behavior of energy-saving appliances.

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PENGARUH GREEN BRAND POSITIONING DAN GREEN BRAND KNOWLEDGE TERHADAP GREEN PURCHASE INTENTION MELALUI SIKAP PADA GREEN BRAND SEBAGAI VARIABEL MEDIASI

Jurnal Muara Ilmu Ekonomi dan Bisnis ◽

10.24912/jmieb.v4i2.8205 ◽

2020 ◽

Vol 4 (2) ◽

pp. 320

Author(s):

Linda Wahyuningtias ◽

Yessy Artanti

Keyword(s):

Path Analysis ◽

Purchase Intention ◽

Environmental Issues ◽

Brand Positioning ◽

Purchasing Behavior ◽

Brand Knowledge ◽

Behavior Understanding ◽

Knowledge And Attitudes ◽

Age Range ◽

The Impact

Meningkatnya kepedulian konsumen akan isu lingkungan dapat memengaruhi perilaku pembelian. Pemahaman dampak konsumsi terhadap lingkungan dapat mendorong konsumen dalam niat pembelian produk ramah lingkungan. Pada dasarnya setiap konsumen selalu menginginkan produk yang sehat, aman digunakan dan memiliki dampak pencemaran sekecil mungkin bagi lingkungannya. Niat pembelian produk ramah lingkungan atau dapat disebut green purchase intention dipengaruhi oleh beberapa faktor diantaranya adalah green brand positioning, green brand knowledge dan sikap pada green brand. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh green brand positioning dan green brand knowledge terhadap green purchase intention melalui sikap pada green brand sebagai variabel mediasi pada konsumen Aqua. Penelitian ini menggunakan nonprobability sampling dengan mengandalkan judgment dari peneliti untuk membidik responden. Responden adalah konsumen Aqua sekaligus green consumer yang mengetahui program Aqua Life dengan rentang umur 18—65 tahun sebanyak 200 reponden. Teknik analisis data menggunakan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan bahwa green brand positioning berpengaruh signifikan terhadap green purchase intention dan sikap pada green brand. Sedangkan green brand knowledge tidak berpengaruh signifikan terhadap green purchase intention namun berpengaruh signifikan terhadap sikap pada green brand. Untuk variabel sikap pada green brand dinyatakan memediasi secara sempurna green brand positioning dan green brand knowledge terhadap green purchase intention. Increased consumer awareness of environmental issues can influence purchasing behavior. Understanding the impact of consumption on the environment can encourage consumers in green product intention. Basically every consumer always wants a product that is healthy, safe to use and has the least possible pollution impact on the environment. The purchase intention environmentally friendly products or can be called green purchase intention is influenced by several factors among them are green brand positioning, green brand knowledge, and attitudes towards green brands. This study aims to analyze the effect of green brand positioning and green brand knowledge on green purchase intention through attitude towards green brand as a mediating variable for Aqua consumers. This research uses non probability sampling and judgmental sampling methode to target respondents. Respondents were Aqua consumers as well as green consumers who know the Aqua Life program with an age range of 18-65 years as many as 200 respondents. Data analysis techniques using path analysis. The results of this study examined that green brand positioning had significant effect on green purchase intention and attitude toward green brand while green brand knowledge had no significant effect on green purchase intention but had significant effect on attitudes toward green brands. The attitude toward green brand stated to perfectly mediate green brand positioning and green brand knowledge on green purchase intention.

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O Impacto das Restriiies para Registro dos Ativos Intanggveis na Diferenna entre o Valor de Mercado o Valor Conttbil: Um Estudo Empprico em Combinaaao de Neggcio do Segmento Alimenttcio (The Impact of Restrictions to Register Intangible Assets in the Difference between Market and Accounting Values: An Empirical Study in a Business Combination of Food Segment)

SSRN Electronic Journal ◽

10.2139/ssrn.2489155 ◽

2013 ◽

Author(s):

Walther Bottaro Castro

Keyword(s):

Empirical Study ◽

Intangible Assets ◽

Business Combination ◽

The Difference ◽

The Impact

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An Empirical Study of Convenience of Online Services and Purchases

Journal of Computational and Theoretical Nanoscience ◽

10.1166/jctn.2020.9290 ◽

2020 ◽

Vol 17 (9) ◽

pp. 4627-4634

Author(s):

Amgad S. D. Khaled ◽

Khalid Mohammed Alomari ◽

Khaled (M,K) Ismail AlshakeTheep ◽

Abdullah Mohammed Mahdi Ahmed

Keyword(s):

Empirical Study ◽

Customer Loyalty ◽

Sampling Method ◽

Point Of View ◽

Primary Data ◽

Consumer Loyalty ◽

Purchasing Behavior ◽

Service Convenience ◽

Loyalty Intention ◽

The Impact

The research provides a substantial reference from a retail point of view, considering the significance of service convenience, and it impact on customer loyalty, loyalty intention and customer’s trust with the services. The research provides a substantial reference from a retail point of view, considering the significance of service promotion, to the impact of service comfort on consumer purchasing behavior. It is a primary data research where data was collected through questionnaire and for analysis purpose AMOS and SPSS softwares have been used. A convenient sampling method was applied to select the convenience goods customers. This was done by randomly selecting respondents. The member’s examples were taken from Aurangabad, Banaras, Aligarh, Delhi and NCR locale. Different tools has been taken in this study. The study found that trust in e-retailing doesn’t affect dependability aim, which is not at all like past investigations. The study conclude that consumer loyalty doesn’t prompt the reliability aim of clients. The current examination has an extraordinary commitment in the arena of the post-buy conduct of the clients in the e-retailing division. The study is useful to e-commerce retailers who provide help in India. It helps to develop the administration and the strategies used to keep customers steady and productive.

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An Empirical Study on the Impact of Negative Online Word-of-Mouth on Consumer's Purchase Intention

2018 15th International Conference on Service Systems and Service Management (ICSSSM) ◽

10.1109/icsssm.2018.8465093 ◽

2018 ◽

Author(s):

Hanyang Luo ◽

Wei Huang ◽

Chen Chen ◽

Kangqiang Xie ◽

Yingying Fan

Keyword(s):

Empirical Study ◽

Purchase Intention ◽

Word Of Mouth ◽

Online Word Of Mouth ◽

The Impact

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Will Electronic Commerce Help to Reduce Traffic in Agglomeration Areas?

Transportation Research Record Journal of the Transportation Research Board ◽

10.3141/1858-06 ◽

2003 ◽

Vol 1858 (1) ◽

pp. 39-46 ◽

Cited By ~ 11

Author(s):

Barbara Lenz

Keyword(s):

Electronic Commerce ◽

Research Area ◽

Status Quo ◽

Shopping Behavior ◽

Second Step ◽

Substitution Effects ◽

The Status ◽

Transportation Behavior ◽

Virtual Shopping ◽

The Impact

Assumptions that have been made about the impact of electronic shopping, like teleshopping and electronic commerce (e-commerce), on physical transportation have largely forecast considerable substitution effects. However, empirical evidence has been missing. To fill this gap, research was carried out in the Stuttgart region in southwest Germany to assess potential traffic substitution on the regional level in a midterm perspective of 10 years. The assessment is based on a model that deduces the traffic substitution potential from the behavior of the consumer who chooses alternatively physical or virtual shopping places depending on the commodity he or she needs or wants. The commodity not only is crucial for the choice of the shopping place and the frequency of purchases, but it is also important for the choice of the means of transportation or alternative shopping via Internet. The model that underlies this research comprises four steps. First, surveys are compiled on shopping behavior and transportation behavior for shopping purposes. The second step provides the deduction of groups with similar behavior regarding travel, affinity for e-commerce, and shopping. This leads to hypotheses about e-commerce potential within the research area and allows the assessment of substitution effects by comparing the status quo with the scenario constructed by the empirical data. Regarding the impact of e-commerce on transportation, the results promise only slight reductions of clearly less than 10% of total shopping transportation caused by consumers.

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Measuring the effectiveness of advertisements sent via mobile phone: Implications of the appeal, endorser, and involvement model and purchasing behavior

Social Behavior and Personality An International Journal ◽

10.2224/sbp.2010.38.2.249 ◽

2010 ◽

Vol 38 (2) ◽

pp. 249-256 ◽

Cited By ~ 3

Author(s):

Jin-Tsann Yeh ◽

Chyong-Ling Lin

Keyword(s):

Mobile Phone ◽

Purchase Intention ◽

Brand Attitude ◽

Purchasing Behavior ◽

High Involvement ◽

Advertising Strategy ◽

Emotional Appeal ◽

Advertising Appeal ◽

The Impact

In this study, the 3 dimensions of advertising strategy (Appeal, Endorser, Involvement) were unified to examine the effectiveness of advertising via a mobile phone (m-commerce). Participants viewed scenario based advertisements on a mobile phone then, via a survey, we measured the impact of advertising attitude, brand attitude, and purchase intention on 120 consumers as related to endorser and advertising appeal. Results indicated that consumers prefer emotional appeal presented by domestic endorsers for high involvement products; while for low involvement products, rational appeal by foreign endorsers significantly influenced advertising attitude, brand attitude and purchase intention. The interaction between information appeal and involvement was significant for advertising attitude and brand attitude, and the three-way interaction among variables was significant in relation to advertising attitude. These results confirm that the AEI strategy is apparently not mediated by the evolution of m-commerce.

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