The impact of advertising media strategy on consumer buying behaviour with special reference to FMCG products

Kaushik, Tanuja; Baliyan, Rashi

doi:10.5958/2249-877x.2018.00025.5

Cited by 2 publications

(1 citation statement)

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“…These discussions play an essential role in promoting firm R&D to break through the limitations of thinking (Vlachvei et al, 2021). VBCs enable brands to encourage more significant public interaction and allow brand followers to generate their content and interact with brand owners and other consumers by initiating brand content (Kaushik and Baliyan, 2018). In VBCs, consumers interact with others can help solve brand-related problems, exchange valuable information and contribute to the development of new brand-related innovations (such as products, services and communications) and the overall brand experience (Sun, 2020).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

How do firms use virtual brand communities to improve innovation performance? Based on consumer participation and organizational learning perspectives

Zheng

Liu

Zhang

et al. 2022

EJIM

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PurposeIn the context of virtual brand communities (VBCs), based on self-determination theory and organizational binary learning (OBL) theory, this study investigates the direct and indirect effects of various dimensions of consumer participation (CP) on firm innovation performance (FIP) and the mediating role of OBL. By introducing the perspective of knowledge absorptive capacity (KAC), this study examines the moderating effect of KAC on the relationship between OBL and TIP.Design/methodology/approachIn this study, 751 samples are collected from Chinese firms, and stratified adjusted regression analysis is used to conduct empirical tests.FindingsInformation provision or co-creation directly affects FIP; the latter is more significant than the former, while social interaction does not directly affect FIP. Exploitative or exploratory learning plays a mediating role in the relationship between information provision or co-creation and FIP. In contrast, exploratory learning plays a mediating role in the relationship between social interaction and FIP. KAC has a positive moderating effect on the relationship between exploitative learning or exploratory learning and FIP. When the firm has a low KAC, the improvement of FIP through exploratory learning is slight.Originality/valueIn VBCs, this study tries to divide the dimensions of CP. It also clarifies the mediating effect of OBL on CP and FIP. In addition, it explores the moderating effect of KAC on OBL and FIP. The conclusions of this study provide theoretical support and practical inspiration for firms to use VBCs to improve FIP.

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Section: Hypotheses Developmentmentioning

confidence: 99%

How do firms use virtual brand communities to improve innovation performance? Based on consumer participation and organizational learning perspectives

Zheng

Liu

Zhang

et al. 2022

EJIM

View full text Add to dashboard Cite

show abstract

Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role

et al. 2021

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The relationship between product pricing and product packaging plays an important role in the buying behavior of consumers, whereas customer satisfaction plays a mediating role. To test these hypotheses, research was conducted on university students in China. Questionnaire-based convenience sampling was conducted on 500 students for data collection using online and offline sources. A total of 367 (73%) students responded, and 17 questionnaires were rejected due to missing information. SPSS and AMOS software were used for the data analysis. Product pricing and product information were independent variables in this study, whereas consumer buying behavior was a dependent variable. Customer satisfaction is mediated by one dependent and two independent variables. Confirmatory factor analysis, path analysis, and discriminant validity in structural equation modeling revealed that product pricing and packaging had a statistically significant relationship with the buyer decision process. The introduction of satisfaction as a mediating variable led to the observation of full mediation in the case of product pricing and partial mediation in product packaging. Given the results of this research, product managers should adopt pricing tactics along with product packaging to influence the buying intentions of consumers.

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The impact of advertising media strategy on consumer buying behaviour with special reference to FMCG products

Cited by 2 publications

References 0 publications

How do firms use virtual brand communities to improve innovation performance? Based on consumer participation and organizational learning perspectives

How do firms use virtual brand communities to improve innovation performance? Based on consumer participation and organizational learning perspectives

Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role

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