Analyzing the Effectiveness of Digital Media on Consumer Purchasing Behavior Towards Non-Durable Products
Main Article Content
Abstract
This study examines the impact of digital marketing on consumer behavior towards non-durable products, emphasizing the role of various digital channels in shaping purchasing decisions. With the rise of social media, influencer marketing, and targeted digital ads, consumers are increasingly influenced by online content and interactions when selecting non-durable goods, such as food, toiletries, and cleaning products. The research utilizes a mixed-method approach, combining surveys and in-depth interviews with 200 participants to analyze factors like price sensitivity, brand loyalty, convenience, emotional connections, and the influence of social media. Statistical analysis, including descriptive statistics and ANOVA, reveals that convenience and price sensitivity are the most significant drivers of consumer decisions, followed by brand loyalty and social influence. The study highlights the growing reliance on digital platforms for product discovery and purchasing, with social media playing a central role in shaping consumer perceptions and preferences. Additionally, it underscores the importance of personalized and targeted marketing strategies to engage consumers effectively and maintain brand loyalty. This research contributes valuable insights for businesses aiming to optimize their digital marketing strategies and cater to evolving consumer behaviors in the non-durable product market.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
Baum, D., Spann, M., Füller, J., & Thürridl, C. (2019). The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50, 289-297. https://doi.org/10.1016/j.jretconser.2019.05.001
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(4), 855-875. https://doi.org/10.1108/APJML-12-2019-0469
Jibril, A. B., Kwarteng, M. A., Chovancova, M., & Pilik, M. (2019). The impact of social media on consumer-brand loyalty: A mediating role of online-based-brand community. Cogent Business & Management, 6(1), 1673640. https://doi.org/10.1080/23311975.2019.1673640
McClure, C., & Seock, Y. K. (2020). The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53, 101975. https://doi.org/10.1016/j.jretconser.2019.101975
Srivastava, M. K., & Tiwari, A. K. (2020). Social media: Use and impact on consumer behavior. International Journal of Advanced Science and Technology, 29(10), 2229-2236.
Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behavior. International Journal of Information and Decision Sciences, 11(3), 209-233.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143. https://doi.org/10.1287/mksc.12.2.125
Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the mobile telecommunication market. European Journal of Marketing, 39(7-8), 910-925. https://doi.org/10.1108/03090560510601874
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477-500. https://doi.org/10.1086/671052
Bendle, N. T., & Webster, C. (2018). Marketing strategy: Text and cases. McGraw-Hill Education.
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.03
Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales – An empirical investigation of the movie industry. Journal of Retailing, 84(2), 233-242. https://doi.org/10.1016/j.jretai.2008.04.005
Elliott, R., & Wattanasuwan, K. (1998). Brands and branding: The cultural context of consumer behavior. International Journal of Advertising, 17(2), 131-146. https://doi.org/10.1080/02650487.1998.11104718
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-353. https://doi.org/10.1086/209515
Grönroos, C. (2000). Service management and marketing: A customer relationship management approach. John Wiley & Sons.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247. https://doi.org/10.1177/1094670502004003006
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity. Prentice-Hall.
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-94. https://doi.org/10.1509/jm.15.0420
Nielsen, J. (2012). Social media's impact on consumer behavior. Harvard Business Review. Retrieved from https://hbr.org/2012/07/social-medias-impact-on-consumer-behavior
Park, C. W., & Shocker, A. D. (2006). Consumer choice and the structure of brands. Journal of Marketing Research, 43(2), 167-180. https://doi.org/10.1509/jmkr.43.2.167