Analysis Social Media Based Brand Communities and Consumer Behavior

In today's highly competitive markets, business managers are always looking for new ways to increase awareness of their products and promote their brands. As such, they use a variety of marketing strategies to attract more customers. This study was implemented using a qualitative research method known as netnography in conjunction with MAXQDA data analysis software. Three smartphone brand communities were studied, and their popular brand pages (Samsung, Sony, and Huawei) were targeted on Instagram. This study consists of two parts. First, the researchers analyse the content of user comments to explore the consumer's brand attitude, purchase decision-making process, and consumer decision-making styles. In the second part, the content of posts of brands was coded in order to examine creative social media strategies used by these brands and measure their efficiency. Results offer valuable guidelines to brands with regards to consumer behaviour on social media.

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Predicting Consumers’ Decision-Making Styles by Analyzing Digital Footprints on Facebook

International Journal of Information Technology & Decision Making ◽

10.1142/s0219622019500019 ◽

2019 ◽

Vol 18 (02) ◽

pp. 601-627 ◽

Cited By ~ 4

Author(s):

Yuh-Jen Chen ◽

Yuh-Min Chen ◽

Yu-Jen Hsu ◽

Jyun-Han Wu

Keyword(s):

Decision Making ◽

Social Media ◽

Training Dataset ◽

Consumer Decision Making ◽

Consumer Decision ◽

Digital Footprint ◽

Online Social Media ◽

Decision Making Styles ◽

Prediction Mechanism ◽

Digital Footprints

In the past, enterprises used time-consuming questionnaire surveys and statistical analysis to formulate consumer profiles. However, explosive growth in social media had produced enormous quantities of texts, images, and videos, which is sometimes referred to as a digital footprint. This provides an alternative channel for enterprises seeking to gain an objective understanding of their target consumers. Facilitating the analysis of data used in the formulation of a marketing strategy based on digital footprints from online social media is crucial for enterprises seeking to enhance their competitive advantage in today’s markets. This study develops an approach for predicting consumer decision-making styles by analyzing digital footprints on Facebook to assist enterprises in rapidly and correctly mastering the consumption profile of consumers, thereby reducing marketing costs and promoting customer satisfaction. This objective can be achieved by performing the following tasks: (i) designing a process for predicting consumer decision-making styles based on the analysis of digital footprints on Facebook, (ii) developing techniques related to consumer decision-making style prediction, and (iii) implementing and evaluating a consumer decision-making style prediction mechanism. In the practical experiment, we obtained questionnaires and various digital footprint contents (including “Likes,” “Status,” and “Photo/Video”) from 3304 participants in 2018, 2644 of which were randomly selected as a training dataset, with the remaining 660 participants forming a testing dataset. The experimental results indicated that the accuracy increased to 75.88% and proved that the approach proposed in this study can effectively predict consumers’ decision-making styles.

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A Study of Chinese Consumers towards Lifestyles of Health and Sustainability

10.31219/osf.io/r94d2 ◽

2021 ◽

Author(s):

Fung Yi Tam ◽

Jane W. Y. Lung2 ◽

Juliana da Silva ◽

Mei Ha Lam ◽

Pek I Ng ◽

...

Keyword(s):

Decision Making ◽

Marketing Strategies ◽

Consumer Decision Making ◽

Chinese Consumers ◽

Environmental Consciousness ◽

Consumer Decision ◽

Price Consciousness ◽

Decision Making Styles ◽

Health And Fitness ◽

The Impact

This research explores how Chinese consumers adopted a lifestyle of health and sustainability (LOHAS). To investigate this, a questionnaire survey was conducted examining the impact of LOHAS on consumer decision making styles in Macau SAR, China. After completion, a total of 619 usable questionnaires were collected. The results showed that the two most significant criteria for LOHAS among the Chinese consumers were environmental consciousness and a desire for health and fitness. In turn, the most preferable consumer decision making styles were price consciousness and perfectionism. Moreover, consumer who is environmental consciousness tends to be more quality and price conscious. Consumer who cares about health and fitness tends to look for quality and novelty products. The results also show that Chinese consumers who are the females, older in age or have a higher income tend to be more LOHAS. Therefore, if companies want to expand their business in the LOHAS market in China, they should target these segments when they are developing their marketing strategies.

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A Study of Chinese Consumers towards Lifestyles of Health and Sustainability

Journal of Economics and Business ◽

10.31014/aior.1992.04.03.377 ◽

2021 ◽

Vol 4 (3) ◽

Author(s):

Fung Yi Tam ◽

◽

Jane W. Y. Lung ◽

Juliana da Silva ◽

Mei Ha Lam ◽

...

Keyword(s):

Decision Making ◽

Marketing Strategies ◽

Consumer Decision Making ◽

Chinese Consumers ◽

Environmental Consciousness ◽

Consumer Decision ◽

Price Consciousness ◽

Decision Making Styles ◽

Health And Fitness ◽

The Impact

This research explores how Chinese consumers adopted a lifestyle of health and sustainability (LOHAS). To investigate this, a questionnaire survey was conducted examining the impact of LOHAS on consumer decision making styles in Macau SAR, China. After completion, a total of 619 usable questionnaires were collected. The results showed that the two most significant criteria for LOHAS among the Chinese consumers were environmental consciousness and a desire for health and fitness. In turn, the most preferable consumer decision making styles were price consciousness and perfectionism. Moreover, consumer who is environmental consciousness tends to be more quality and price conscious. Consumer who cares about health and fitness tends to look for quality and novelty products. The results also show that Chinese consumers who are the females, older in age or have a higher income tend to be more LOHAS. Therefore, if companies want to expand their business in the LOHAS market in China, they should target these segments when they are developing their marketing strategies.

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PURCHASE DECISION MAKING STYLE OF PRIVATE COLLEGE STUDENTS IN BORDER AREAS

Asia Proceedings of Social Sciences ◽

10.31580/apss.v4i2.788 ◽

2019 ◽

Vol 4 (2) ◽

pp. 158-161

Author(s):

Realize Realize

Keyword(s):

College Students ◽

Decision Making ◽

Mobile Phones ◽

Positive Relationship ◽

Private College ◽

Purchase Decision ◽

Consumer Decision Making ◽

Consumer Decision ◽

Decision Making Styles ◽

Border Areas

This study proposes three hypotheses, namely (1) perfecsionistic partially assumed to have an influence on consumer decision-making styles of college students in Batam in purchasing mobile phones, (2) Brand Conscious partially assumed to have an influence on consumer decision-making styles of colllege students in Batam in purchasing mobile phones and (3) Perfectionistic and Brand Conscious are jointly assumed to have an influence on consumer decision-making styles of college students in Batam in purchasing mobile phones. The results of the study shows that Perfectionistic and Brand Conscious have a positive relationship and influence on consumer decision-making styles both individually and jointly.

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Digital Marketing Strategies for Luxury Cosmetics Brands

Digital Marketing Strategies for Fashion and Luxury Brands - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-2697-1.ch006 ◽

2017 ◽

pp. 126-144

Author(s):

Cindy Paola Pinzón Rios ◽

Ignacio Osuna Soto ◽

Luis Fernando Jaramillo Carling

Keyword(s):

Decision Making ◽

Social Media ◽

Latin America ◽

Marketing Strategies ◽

Digital Marketing ◽

Purchase Decision ◽

Defining Moments ◽

Luxury Cosmetics ◽

Decision Making Behavior ◽

Brand Information

This chapter looks at the digital marketing strategies employed by high-end make-up brands in Colombia, Latin America, as well as the changes seen online and offline. To this end, dedicated social media were analyzed with and interviews with experts on luxury cosmetics brands and high-end make-up brands' managers with experience in online and offline markets were analyzed using ATLASti. Study findings reveal that users' purchase decision-making behavior differs when they shop online and in points of sale. They also show that access to brand information changes defining moments. In addition, the study has proven that digital marketing strategies seek the execution and development of multimedia, multisensory experiences.

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Self-Construals, Types of Social Media Usage, and Consumer Decision-Making Styles -- A Study of Young Asian Americans

10.31274/itaa_proceedings-180814-1362 ◽

2016 ◽

Author(s):

Qiong (Sarah) Tao ◽

Kim Hahn

Keyword(s):

Decision Making ◽

Social Media ◽

Asian Americans ◽

Consumer Decision Making ◽

Consumer Decision ◽

Media Usage ◽

Decision Making Styles

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Consumer Purchase Decision Making Styles: A Conceptual Framework

COMMERCE TODAY ◽

10.29320/jnpgct.v12i01.10987 ◽

2018 ◽

Vol 12 (01) ◽

Author(s):

Ambrish Singh ◽

Sanjay Medhavi

Keyword(s):

Decision Making ◽

Conceptual Framework ◽

Purchase Decision ◽

Consumer Decision Making ◽

Review Of Literature ◽

Consumer Decision ◽

Decision Making Styles ◽

Decision Making Models ◽

Different Cultures

The present study deals with the review of literature on consumer decision making styles. This paper focuses on different consumer decision making models which provide the foundation of consumer decision studies. This paper discusses about the factors which influence the consumer decision making. Further, based on the literature on consumer decision making styles the role of different cultural settings on the consumer decision making styles has been analysed .The present study concludes that the consumers of different cultures exhibit different sets of decision making styles.

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