The Impact of 'Shockvertising' on Consumer Behavior: Investigating Its Influence on the "Why Buy" Aspect

Current study focused on highlighting the influence of shockvertising (Disgusting Images, Sexual References, Profanity/Obscenity, Vulgarity, Impropriety, Moral Offensiveness and Religious Taboos) on consumer behavior in its two dimensions of repurchase intention and word of mouth. Through depending on quantitative approach and utilizing a questionnaire as a tool; researcher distributed on (431) Jordanian consumers within the online social platforms due to COVID 19 lockdown and quarantine. Through SPSS, results of study indicated that shockvertising – along with its variables – plays a role in negatively influencing consumer behavior, analysis also revealed that using religious taboos as advertisement material was the most influential aspect of shockvertising as people tend to act emotionally in reference to their religion, also, results indicated that shockvertising an influence consumer behavior variables and mostly repurchase intention as a consumer is welling to boycott a brand if it presented any offending ad.

Theoretical Exploration of Consumer Behavior

This article discusses consumer behavior phenomena, its essence and several models and theories. The purpose of the study is to determine consumer behavior patterns, types, necessity and application. In this article we determined a several definitions of consumer behavior. We also studied different theories and models of consumer behavior. The main research question is the following: What are the phenomena of consumer behavior and what kinds of consumer behavior models exist? All data has been collected from the secondary sources, including websites, books, articles, journals and scientific articles. As a result of this work we determined a several definitions of consumer behavior and comparison of them. In this work we also described models and theories of consumer behavior, determined by different authors. Current knowledge will be implemented in a future works, devoted to the identification of consumer behavior models in e-commerce. In the end of this work, we will conclude that consumer behavior analysis can positively effect on company’s revenue.

Influence of Social Media Analytics on Online Food Delivery Systems

Online food delivery applications have gained significant attention in the metropolitan cities by diminishing the burden of traveling and waiting time by offering online food delivery options for various dishes from many such restaurants. Users enjoy these services and share their experiences and opinions on social media platforms that impact the trust of customers and change their purchasing habits. This drastic revolution of user activities is an opportunity for targeted social marketing. This research is based on Twitter's data and aimed to identify the influence of social media in food delivery e-commerce businesses including decision making, marketing strategy, consumer behavior analysis, and improving brand reputation. In this article, the authors proposed an Apache Spark-based social media analytics framework to process the tweets in real time to identify the influences of generated insights on e-commerce decision making. The experimental analysis highlighted the exponentially grown influence of social media in food delivery e-commerce portals in past years.