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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Consumer Decision-making at the Base of the Pyramid: Synthesis of Literature and an Integrative Framework

The Marketing Review ◽

10.1362/146934718x15434305916853 ◽

2018 ◽

Vol 18 (3) ◽

pp. 270-306

Author(s):

Nanda Choudhury ◽

Srabanti Mukherjee ◽

Biplab Datta

Keyword(s):

Decision Making ◽

Literature Review ◽

Consumer Behaviour ◽

Marketing Strategies ◽

Decision Making Process ◽

Consumer Decision Making ◽

Base Of The Pyramid ◽

Consumer Decision ◽

Integrative Framework ◽

New Perspective

As a pioneering effort, this study analyses the consumer decision-making process at the Base of the Pyramid (BoP). This study proposes consumer vulnerability, bounded rationality, locking-in effect and opportunism as major constructs influencing the consumer decision-making process at the BoP. Using a Systematic Literature Review (SLR), this study has integrated the transaction cost perspective into the consumer decision-making process at the BoP, which is a novel contribution to the literature of consumer behaviour. This work has recognised the importance of the retailer and its role in the decision-making process, and adds a new perspective to the study of BoP as well as to consumer behaviour theories. This study will be helpful to businesses while serving the BoP segment by crafting appropriate marketing strategies for this segment.

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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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Young Syrian Consumer Styles

International Journal of Market Research ◽

10.2501/ijmr-2016-040 ◽

2016 ◽

Vol 58 (6) ◽

pp. 835-857 ◽

Cited By ~ 1

Author(s):

Reem Ramadan

Keyword(s):

Decision Making ◽

Undergraduate Students ◽

Consumer Behaviour ◽

Arab World ◽

Brand Names ◽

Consumer Decision Making ◽

Arab Population ◽

Consumer Decision ◽

Decision Making Styles ◽

Practical Implications

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population. Its aim is to advance understanding of contemporary consumer behaviour in the Arab world. Participants in the study described were undergraduate students at Damascus University and the results confirmed a six-factor consumer decision-making style. Social motivation was found to be an important factor for consumption. Syrians were more likely to relate to a brand or product to the extent where a cognitive match existed between an individual's self-concept and a positive value-expressive attribute. In addition, brand names formed cognitive reflections of product quality rather than formal assessments of quality in products. The results of this study could help in generalising theories developed in western societies to Arab populations, as well as in the better understanding of Arab consumer decision-making styles. Practical implications for practitioners and international marketers are also proposed.

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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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