154 research outputs found
Parasocial Relationship in relation to the Impact of Social Media Influencers on Consumer Purchase Intention
No full textGlobalization and the expansion of cross-border businesses have greatly impacted consumer behavior. Businesses and marketers now have the opportunity to target wider audiences and gain deeper insights into customer behavior, particularly in relation to cultural variables, thanks to this expansion. However, the rise of social media platforms has altered the ways in which consumers are impacted, necessitating a reevaluation of the factors influencing consumer behavior. In particular, social media use has facilitated direct communication between influencers, bloggers, celebrities, and their followers, which has encouraged the growth of parasocial interactions. These connections demonstrate that there are bonds between regular citizens and public officials that go beyond just physical proximity. Studies have shown that the widespread use of social media and the resulting parasocial connections can influence how customers’ interactions with influencers impact their buying intentions. Positive brand-product or service connections on social media have grown to be a trusted source of information, influencing consumers’ thoughts, decisions, and purchase intentions. However, the concept of xenocentrism (XEN)—which characterizes individuals who like products created in other countries—may act as a mediator in the relationship between parasocial impact and purchase intention. This study aimed to explore the ways in which xenocentrism affects consumers’ purchase intentions and their parasocial relationships with social media influencers. By carefully analyzing the literature, this study aimed to develop a model that makes these connections more understandable. The findings of this study broaden our understanding of the complex interactions between consumer behavior, influencer credibility, and xenocentrism. Internet marketing specialists and marketers alike find these linkages significant
A review of social media marketing on digital savvy brand shoppers
Full text linkSocial Media (SM) has recently become a platform and a tool for both individuals and companies to communicate in a virtual platform. E-retails is another virtual platform where creates cybernetic communication between brands and customers. Companies create effective marketing strategy through both platforms to influence their customer behavior. On the other hand, digital savvy customers who prefer to take the advantage of saving time and have a convenience shopping experience, buying their desired products through e-shopping is another fact that makes digital marketers to implement new strategies to communicate with their customers. Thus, social media has become an effective tool to create an interaction to influence digital savvy shoppers. The purpose of this paper is to examine different aspects of social media as a tool that can develop marketing strategies and how they influence individuals who prefer to buy products through e-retails. This paper aims to provide a comprehensive review of the impact of social media marketing on digital savvy brand shoppers. The scope of this review encompasses various literature reviews that has been done to illustrate a framework design to represent the impacts that social media has on a specific target audience. The research methodology used for this review involves a systematic literature review of relevant academic and industry publications. The contribution of this paper lies in providing insights into the effectiveness of social media marketing strategies for engaging digital savvy brand shoppers and improving brand loyalty. The findings of this paper represent how social media can influence e-shoppers and have impact on their decision-making process. On the other hand, the findings suggest that social media marketing can enhance brand awareness and influence consumer purchase decision through advertising, user-generated content, and social media influencers. The review also identifies key challenges and limitations of social media marketing for digital savvy brand shoppers
Fast Genetic Algorithm For Feature Selection — A Qualitative Approximation Approach
No full textWe propose a two-stage surrogate-assisted evolutionary approach to address the computational issues arising from using Genetic Algorithm (GA) for feature selection in a wrapper setting for large datasets. The proposed approach involves constructing a lightweight qualitative meta-model by sub-sampling data instances and then using this meta-model to carry out the feature selection task. We define "Approximation Usefulness" to capture the necessary conditions that allow the meta-model to lead the evolutionary computations to the correct maximum of the fitness function. Based on our procedure we create CHCQX a Qualitative approXimations variant of the GA-based algorithm CHC (Cross generational elitist selection, Heterogeneous recombination and Cataclysmic mutation). We show that CHCQX converges faster to feature subset solutions of significantly higher accuracy, particularly for large datasets with over 100K instances. We also demonstrate the applicability of our approach to Swarm Intelligence (SI), with results of PSOQX, a qualitative approximation adaptation of the Particle Swarm Optimization (PSO) method. A GitHub repository with the complete implementation is available2. This paper for the Hot-off-the-Press track at GECCO 2023 summarizes the original work published at [3].References[1] Mohammed Ghaith Altarabichi, Yuantao Fan, Sepideh Pashami, Peyman Sheikholharam Mashhadi, and Sławomir Nowaczyk. 2021. Extracting invariant features for predicting state of health of batteries in hybrid energy buses. In 2021 ieee 8th international conference on data science and advanced analytics (dsaa). IEEE, 1–6.[2] Mohammed Ghaith Altarabichi, Sławomir Nowaczyk, Sepideh Pashami, and Peyman Sheikholharam Mashhadi. 2021. Surrogate-assisted genetic algorithm for wrapper feature selection. In 2021 IEEE Congress on Evolutionary Computation (CEC). IEEE, 776–785.[3] Mohammed Ghaith Altarabichi, Sławomir Nowaczyk, Sepideh Pashami, and Peyman Sheikholharam Mashhadi. 2023. Fast Genetic Algorithm for feature selection—A qualitative approximation approach. Expert systems with applications 211 (2023), 118528.© 2023 Copyright held by the owner/author(s).</p
Multidimensional framework for analysing factors influencing Digital Natives' attitude towards luxury brands on social media; a comprehensive examination of digital marketing strategy
No full textThe last decade has seen a tremendous growth by the luxury brand industry as luxury brands have expanded and have been adopted all over the world. Due to its expansion marketing opportunities are presented by the accelerating demand for luxury brands, specifically by the specific demographic group of young consumers who are known as “Digital Native” population (Sandra, et al, 2022).On the other hand, in the recent years the luxury brand industry has also been strongly affected by the rapid evolution of digital technology and the internet.Social media has become a platform in which users and companies can develop a strong communication with each other, while brands can use different strategies to influence their customer’s attitude and purchase behaviour. Drawing upon the research framework, this study aims to examine the multidimensional factors that influence Digital Native’s attitude towards luxury brands on social media. Utilizing a multidimensional framework, the research focuses on factors, such as parasocial relationship, influencer marketing and E-WOM as key factors contributing to a comprehensive examination of digital marketing strategy, especially in relation to brand image, attitude, and purchase intention.Given the intrinsic link between Digital Native’s attitudes towards luxury brands and their experiences in the digital realm, this study holds significance for luxury brands seeking to capitalize on the digital native demographic. The research highlights the impact of influencers in shaping attitudes and underscores the importance of effective digital marketing strategies, including online presence, content creation and influencer collaborations.The study employs a mixed-method approach, combining quantitative and qualitative methods. The sample consists of social media-heavy users, predominantly university students which is involves in Digital Native’s category in this study. Data analysis incorporates statistical techniques to unveil the significant role of social media influencers in creating parasocial relationships, establishing credibility as opinion leaders, and influencing E-WOM, ultimately impacting Digital Natives’ attitudes and purchase intentions. Through an in-depth literature review and mixed method methodology, the research identifies and explores multidimensional factors influencing attitudes toward luxury brands on social media.The findings reveal the substantial influence of social media influencers in shaping parasocial relationships, serving as credible opinion leaders, and driving E-WOM which all these three factors will incorporate digital native’s attitude and a lead to purchase intention of luxury brand through the effect of social media, and social media influencers.This research study contributes to the consumer behaviour literature by offering a comprehensive framework to elucidate the psychological factors influencing Digital Natives’ attitudes. The implications of these findings extend to luxury brands seeking to develop more effective and targeted digital marketing strategies, with a focus on social media marketing and influencer marketing.Ultimately, this study provides valuable insights that can guid luxury brands in navigating the complex digital landscape and engaging with the discerning Digital Natives demographics
Multidimensional framework for analysing factors influencing Digital Natives' attitude towards luxury brands on social media; a comprehensive examination of digital marketing strategy
Full text linkThe last decade has seen a tremendous growth by the luxury brand industry as
luxury brands have expanded and have been adopted all over the world. Due to
its expansion marketing opportunities are presented by the accelerating demand
for luxury brands, specifically by the specific demographic group of young
consumers who are known as “Digital Native” population (Sandra, et al, 2022).
On the other hand, in the recent years the luxury brand industry has also been
strongly affected by the rapid evolution of digital technology and the internet.
Social media has become a platform in which users and companies can develop
a strong communication with each other, while brands can use different strategies
to influence their customer’s attitude and purchase behaviour. Drawing upon the
research framework, this study aims to examine the multidimensional factors that
influence Digital Native’s attitude towards luxury brands on social media. Utilizing
a multidimensional framework, the research focuses on factors, such as
parasocial relationship, influencer marketing and E-WOM as key factors
contributing to a comprehensive examination of digital marketing strategy,
especially in relation to brand image, attitude, and purchase intention.
Given the intrinsic link between Digital Native’s attitudes towards luxury brands
and their experiences in the digital realm, this study holds significance for luxury
brands seeking to capitalize on the digital native demographic. The research
highlights the impact of influencers in shaping attitudes and underscores the
importance of effective digital marketing strategies, including online presence,
content creation and influencer collaborations.
The study employs a mixed-method approach, combining quantitative and
qualitative methods. The sample consists of social media-heavy users,
predominantly university students which is involves in Digital Native’s category in
this study. Data analysis incorporates statistical techniques to unveil the
significant role of social media influencers in creating parasocial relationships,
establishing credibility as opinion leaders, and influencing E-WOM, ultimately
impacting Digital Natives’ attitudes and purchase intentions. Through an in-depth
literature review and mixed method methodology, the research identifies and
explores multidimensional factors influencing attitudes toward luxury brands on
social media.
The findings reveal the substantial influence of social media influencers in shaping
parasocial relationships, serving as credible opinion leaders, and driving E-WOM
which all these three factors will incorporate digital native’s attitude and a lead to
purchase intention of luxury brand through the effect of social media, and social
media influencers.
This research study contributes to the consumer behaviour literature by offering
a comprehensive framework to elucidate the psychological factors influencing
Digital Natives’ attitudes. The implications of these findings extend to luxury
brands seeking to develop more effective and targeted digital marketing
strategies, with a focus on social media marketing and influencer marketing.
Ultimately, this study provides valuable insights that can guid luxury brands in
navigating the complex digital landscape and engaging with the discerning Digital
Natives demographics
Spaces of contestation: the everyday experiences of ten African migrants in Cape Town
No full textIncludes bibliographical references.Xenophobia in South Africa is so overt that it has take a covert form. The 'xenocide' events that took place in 2008 were called xenophobic acts. It is the recurrent denialism of xenophobia on an everyday basis that this project has explored through the narrative accounts of ten African migrants in Cape Town. The lived everyday experiences of ten African migrants have brought forward the central argument of this thesis. From the data, it is evident that as a reponse to everyday pressures of prejudices and xenophobia in social and physical spaces, African migrants have developed mutable, unsettled and vagrant identities in order to cope with everyday low level violence. This argument emerged as four key stressors have been identified as the components of a more substantial explanation of xenophobia in South Africa. The four key components are: the enforcement of identity (national and group), the demarcation of spaces of belonging, the experiences of economic insecurity, and lastly a 'culture of violence' in South Africa. This thesis argues that these four stressors are the result of an on-going active process of xenophobic attitudes
The Effects of Mood and Emotion on Consumer Purchase Behavior of Buying Clothes
No full textThe way people purchase dresses is an impact of how their mood and emotion on daily bases. The purpose of this research is to investigate the psychological reasons of how individuals’ mood and emotion influence their purchase behavior on choosing a clothes, and how it shows their personality, mood and emotion and the relationships connecting clothing style, preference, emotions and mood. The result specifies strong relationships between mood and important relationships among clothing preference and an individual’s emotion. Mood was an important predictor of preference, at the same time as emotional feeling was restrained. The methodology derivative from a specific number of sample sizes by analyzing both quantitative and qualitative methods. This is a vital demonstration of how important this combination is in order to fully be pleased about the psychological profile of emotion and mood of the fashion consumers
Educational Pathways in Marketing Programs for Undergraduate Students: Embedding Assessment Design to Address Threshold Concepts and Bridge the Gap Between Academia and Industry
No full textThe increasing demand for industry-ready graduates has underscored the need for assessment strategies that not only evaluate academic knowledge but also cultivate practical competencies. This action research study investigates how integrating Experiential Learning Theory (Kolb, 1984) with Threshold Concepts can enhance assessment design in undergraduate marketing programs. Threshold concepts—transformative yet often troublesome ideas essential to disciplinary mastery—are explored through the lens of experiential learning, which emphasizes the cyclical process of concrete experience, reflective observation, abstract conceptualization, and active experimentation. The study focuses on Year 2 undergraduate marketing students at a British-system university in the UAE, employing a qualitative methodology to examine the impact of tailored, real-world assessment tasks. Data were gathered through classroom observations, student-teacher feedback sessions, and performance analysis across two academic semesters. These data points were aligned with stages of the experiential learning cycle, providing rich insights into how students internalize complex marketing concepts through hands-on practice, reflection, and iterative learning. Findings indicate that assessments grounded in experiential learning significantly improved student engagement, conceptual understanding, and career readiness. Students showed measurable performance gains in mastering threshold concepts such as market segmentation, branding, and strategic positioning. The iterative refinement of assessment design further ensured alignment with both academic outcomes and industry expectations. This study offers a replicable framework for embedding experiential and conceptually rich assessment strategies within marketing curricula. By bridging theory and practice, it addresses critical pedagogical gaps and contributes to the development of graduates equipped to navigate the dynamic challenges of the marketing profession
Adaptive Neuromarketing Through AIoE
No full textThis research investigates and evaluates an adaptive neural marketing system based on ubiquitous artificial intelligence (AIoE). The proposed system uses biometric, behavioral, and environmental data to identify users' emotions and adapt marketing content in real time. The results showed that the system is able to identify users' emotions with high accuracy and significantly increase users' engagement with personalized content. This research shows that AIoE can lead to improved performance of personalized marketing systems
Improved guarantees for optimal Nash equilibrium seeking and bilevel variational inequalities
Full text linkWe consider a class of hierarchical variational inequality (VI) problems that subsumes VI-constrained optimization and several other problem classes including the optimal solution selection problem and the optimal Nash equilibrium (NE) seeking problem. Our main contributions are threefold. (i) We consider bilevel VIs with monotone and Lipschitz continuous mappings and devise a single-timescale iteratively regularized extragradient method, named IR-EG. We improve the existing iteration complexity results for addressing both bilevel VI and VI-constrained convex optimization problems. (ii) Under the strong monotonicity of the outer level mapping, we develop a method named IR-EG and derive faster guarantees than those in (i). We also study the iteration complexity of this method under a constant regularization parameter. These results appear to be new for both bilevel VIs and VI-constrained optimization. (iii) To our knowledge, complexity guarantees for computing the optimal NE in nonconvex settings do not exist. Motivated by this lacuna, we consider VI-constrained nonconvex optimization problems and devise an inexactly-projected gradient method, named IPR-EG, where the projection onto the unknown set of equilibria is performed using IR-EG with a prescribed termination criterion and an adaptive regularization parameter. We obtain new complexity guarantees in terms of a residual map and an infeasibility metric for computing a stationary point. We validate the theoretical findings using preliminary numerical experiments for computing the best and the worst Nash equilibria
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