Search Results (303)

The influence of social media personalities has grown significantly, especially among youth audiences who spend substantial time on platforms like TikTok. The emergence and popularity of different types of social media influencers accelerated during the COVID-19 pandemic in many countries, including South Africa. In turn, this period also saw a surge in youth audiences following these influencers. This rapid growth of influencer followings among young people is largely driven by specific types of content that resonate with them, thus encouraging continued engagement. However, the benefits that these young followers gain from engaging with various influencers and the factors driving their preferences for specific influencers remain underexplored, particularly within the context of South African students within higher education. Therefore, this study explores the types of social media influencers most followed by university students at a South African University and investigates the key factors that drive their preferences. A structured online questionnaire was distributed, gathering both multiple-choice and open-ended responses from students. The data were analyzed using categorical frequency counts and thematic analysis. The data highlight how students actively turn to influencers as emotional anchors, role models, and sources of practical guidance. Their engagement reflects a deep need for connection, inspiration, and identity formation in a challenging academic and social environment. These patterns show that influencer content is not just entertainment but plays a critical developmental role. Understanding these motivations helps educators, policymakers, and brands to align better with youth values. The significance of these results lies in how influencer content is now coming in to fill the emotional, cultural, and educational gaps left by traditional systems among the young South African university students in this modern era. Full article

Background: Direct oral anticoagulants (DOACs) are generally preferred over warfarin for preventing arterial and venous thromboembolism. However, the efficacy and safety of DOACs in patients with extremely low body weight (BW) are uncertain. This study investigates anti-factor Xa (anti-FXa) activity of apixaban and compares it between patients with normal BW (>50 kg) and underweight (≤50 kg). Methods: We enrolled 150 patients on branded generic apixaban (Apixan^TM) for atrial fibrillation (AF), venous thromboembolism, and intracardiac thrombus. Anti-FXa activity of apixaban was measured at peak concentration (C_peak) and trough concentration (C_trough) after at least one week of therapy. Results: Mean age was 64.0 ± 12.7 years, with 53.3% being male. Mean BW was 61.3 ± 15.3 kg. Of the 150 patients, 132 (88%) had AF, and 43 (28.7%) had low BW. Overall, 87.3% and 84.7% of patients had C_trough and C_peak within the expected range. Underweight patients had significantly higher mean C_trough and C_peak than normal BW patients. A higher proportion of low-BW patients exceeded the expected C_peak range compared to normal-BW patients (25.6% vs. 3.7%, p < 0.001). Low BW was the only independent predictor of exceeding C_peak specified range (adjusted OR 4.87, 95% CI 1.31–18.15, p = 0.018). Conclusions: Most patients maintained apixaban levels within expected ranges, but those with low BW were more likely to exceed the specified range of C_peak. Full article

In recent years, online retailing platforms (ORPs) have increasingly introduced private brand (PB) products as a new profit source, reshaping market dynamics and affecting their commission revenues. This shift creates a strategic trade-off for the platform: maximizing PB product profits while maintaining commission income from national brand (NB) retailers. This paper examines the platform’s pricing and quality strategies for PB products, as well as its incentives to introduce them. We develop a game-theoretic model featuring a platform and a retailer, and derive results through equilibrium analysis and comparative statics. Special attention is given to the platform’s strategy when market power is asymmetric and the PB product is homogeneous. The analysis yields three key findings. Firstly, the platform is always incentivized to introduce a PB product, regardless of its brand value. Even when direct profit is limited, the platform can leverage the PB product to increase competitive pressure on the retailer and boost commission revenue. Secondly, when the PB product has low brand value, the platform adopts a cost-saving strategy with low quality for extremely low brand value, and a function-enhancing strategy with high quality for moderately low brand value. Thirdly, when the PB product has high brand value, the platform consistently prefers a function-enhancing strategy. This study contributes to the literature by systematically characterizing the platform’s strategic trade-offs in introducing PB products, highlighting its varied pricing and quality strategies across categories, and revealing the critical role of brand value in supply chain competition. Full article

This study investigates the influences of the packaging design of not from concentrate (NFC) orange juice on consumer sensory preferences and purchase intention. We conducted a laboratory experiment with eighty-one individuals, combining physiological measurements (eye-tracking to assess attention levels) and sensory evaluation (tasting and rating their overall satisfaction with the taste). Participants evaluated different bottles featuring three design elements (transparency, color, label) but with the same juice inside. In line with the literature on the design of packaging, we show that the position of the transparency, color, and text label consistently alters consumer attention levels and sensory preferences for NFC orange juice. We believe that such findings may guide brand managers and product designers to create more appealing beverage packaging to optimize potential market success. Full article

Metaverse is reshaping how brands approach marketing, providing alternative and innovative methods for marketers to redefine their brands and reinvent the customer experience. Different sectors are still exploring the possibilities of the metaverse and are now adopting a test-and-learning mindset. This study explores consumer acceptance of metaverse marketing for branding and pre-purchase activities, comparing its effectiveness with social media platforms. Using a survey of 197 participants (45% experiencing a metaverse space on Spatial.io, 55% using Instagram), we investigated factors influencing intention to use and purchase intention through a closed-ended questionnaire. The results show that perceived usefulness is the primary driver of use intention in the metaverse (β = 0.573, p < 0.001), while habit significantly influences platform preference, particularly for social media (β = 0.767, p < 0.001). These findings provide marketers with actionable insights to leverage interactive virtual environments, enhancing branding and pre-purchase experiences by prioritizing usability and familiarity. Full article

This study adopts an evolutionary game theory framework and focuses on the strategic interaction between brands and KOLs. It examines how the two parties interact under conditions of uncertainty and risk, especially when the KOLs’ contract fulfillment capability is low, and how they adjust strategies to achieve sustainable collaboration. Different from previous studies, this paper not only examines objective parameters such as commission rate, brand value, return cost, and reputation risk, but also introduces behavioral factors, including risk preference, loss aversion, and the psychological perception of gains and losses. By modeling the decision-making process of KOLs and brands under uncertainty and risk, the key factors affecting the evolution of cooperation strategies are identified. The simulation results show that although the cooperation strategy (such as information disclosure and truthful promotion) can achieve stability under certain conditions, the system is highly sensitive to external factors (such as environmental uncertainty) and internal psychological factors (such as risk preference and loss sensitivity). This study provides practical suggestions for brands and KOLs to promote long-term cooperation, emphasizing the importance of incentive coordination, reputation risk management, commission structure optimization, and psychological perception regulation. These findings provide practical guidance for enhancing the sustainability of brand–KOL collaborations. Full article

In the context of growing interest in sustainable plant-based alternatives and sustainable eating, this study focused on the impact of visual elements of packaging design—specifically the presence of mascots—on consumer sustainable decision-making when choosing plant-based food products. The quantitative research, conducted through an online questionnaire, consists of four parts: the evaluation of the visual attractiveness of authentic brands of plant-based products; the identification of key factors influencing consumers’ choices when purchasing plant-based foods; the selection between graphic packaging designs featuring different types of mascots; and the assessment of the perceived importance of mascots in dietary habits. The collected data allows an analysis of how much mascots influence consumer sustainable preferences and willingness to try plant-based products. The findings suggest that mascots may be an effective tool in shaping positive perceptions of plant-based food and strengthening brand trust within sustainable concepts. The results offer practical implications for marketing strategies of producers of plant-based alternatives and highlight the potential of visual communication to promote sustainable consumption. This study contributes to understanding how packaging design affects consumer sustainable behavior in the plant-based food sector, with a focus on mascots as a previously underexplored visual element. Full article

The quality of water and its impact on consumers’ health has been studied extensively, along with concerns surrounding the use of polyethylene terephthalate (PET) packaging. This research aimed to analyze consumer behavior regarding water consumption patterns, with a focus on sustainability, packaging preferences, and perceptions of drinking water quality. Two surveys, conducted in 2019 and 2024, used a 23-question structured questionnaire to assess the public willingness to prevent water waste in the context of the circular economy. The surveys addressed consumer identification, drinking water preferences, the awareness of alternative consumption methods, and the openness to sustainable solutions such as water filters. Key quantitative findings showed a 10.4% increase in the amount of bottled water purchased in a single trip and a 12.1% rise in the frequency of weekly purchases, particularly among women and younger consumers. Simultaneously, a 4% increase in the preference for PET packaging over glass raised concerns about environmental sustainability, while the preference for tap water dropped by 5%, correlated with a 4.2% decline in the perceived tap water quality. The brand preference also shifted notably, with Aqua Carpatica rising to 38% and Borsec declining from 37% to 16%, reflecting the influence of purity-focused marketing. The novelty of the approach lay in identifying emerging trends related to sustainability, health, and circular economy principles. A comparative analysis of Romanian citizens’ responses over time highlighted changing perceptions of water use and waste reduction. To support the analysis, 13 statistical indicators were evaluated, a Spearman correlation test was applied to 13 criteria, descriptive statistics were computed, and a t-test was conducted across eight hypotheses. Full article

Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be encouraged to adopt responsible and sustainable buying behaviors when these are promoted attractively, enjoyably, and emotionally satisfyingly through social media. This research investigates how social media communication influences hedonic and impulsive purchasing behavior in the Romanian clothing market. In the context where social media is one of the main sources of information and influence for consumers, the research analyzes several determining factors of the purchase decision. Price reductions and the use of credit cards are highlighted as elements that facilitate spontaneous and hedonic targeted purchases, while the attractiveness of clothing items and the need felt play an important role in terms of the desire to buy. In addition, sources of information (such as reviews) have a major impact on consumers’ perceptions and their purchase intentions. Additionally, the study investigates factors such as overall shopping experience and its influence on consumer loyalty. It is approached from two perspectives: attitudinal loyalty, reflected in the preference for brands promoted on social media, and behavioral loyalty, expressed through repeat purchases. The results show that social media acts as an accelerator for hedonic and impulsive buying behaviors, prompting consumers to react quickly to stimuli such as discount campaigns or personalized recommendations. The conclusions highlight the importance of adopting digital marketing strategies that capitalize on the consumers emotional need while also strengthening brand loyalty. These perspectives can guide companies in the clothing industry to adapt their promotion methods to the specifics of the Romanian market and the consumer behavior. Full article

With the rapid development of the digital economy and the evolving shopping preferences of consumers, e-commerce platforms have been enhancing their competitiveness by launching private label brands and optimizing their sales channel strategies. This study focuses on an online sales system comprising a strong brand and an e-commerce platform. Four game modes were constructed: agency selling only (NN), agency selling combined with reselling (NS), agency selling combined with private labels (IN), and reselling combined with agency selling under the introduction of private labels (IS). Under the coupon promotion strategy, this study focused on the introduction strategy for private labels (PLs) and the selection strategy for platform sales modes. Our research produced the following findings: (1) Regardless of whether the platform introduces its own brand, adopting a reselling mode can significantly enhance the profits of both the brand owner and platform. (2) Irrespective of whether the reselling mode is implemented, the platform’s profits are always increased when introducing its own brand. (3) When the coupon redemption rate is higher, the brand owner achieves greater profitability in the absence of PL introduction. Conversely, when the coupon redemption rate is low, an increase in the commission rate leads to reduced profit margins for the brand owner due to competition from a private label. (4) When the coupon redemption and commission rate are both high, the coupon face value without a PL is larger. Otherwise, when these rates are both low, the coupon face value is higher under the introduction of a PL. This study offers a theoretical foundation and decision-making support for e-commerce platforms to optimize sales mode selection, introduce private-label brands, and develop coupon strategies. Full article

With the improvement of living standards, consumer demand for fresh produce has witnessed a remarkable upsurge. Fresh products present significant preservation challenges, as their freshness directly correlates with sales performance and ultimately impacts the sustainable development of the fresh supply chain. Enhancing freshness preservation standards, boosting market demand, strengthening brand reputation, and promoting the development of a fresh supply chain are urgent problems that need to be solved. This paper delves into the dynamic optimal decision-making processes within a fresh food supply chain, which is composed of a supplier and a retailer, under different government subsidy scenarios: centralized decision-making, decentralized decision-making under supplier myopia, and decentralized decision-making under supplier’s foresight. Herein, a differential game model is constructed, and through the utilization of dynamic optimization and backward induction techniques, feedback strategies for various decision-making paradigms are derived. A comparative evaluation of decision-making models is conducted, grounded in theoretical frameworks and substantiated through numerical simulations, to assess critical parameter impacts. The results indicate the following: (1) the effect coefficients of consumer preference and preservation efforts show significant positive correlations with suppliers’ preservation strategies and retailers’ promotional tactics, respectively; (2) supply chain profitability reaches its Pareto-optimal state under centralized decision-making structures, while myopic supplier behavior leads to systematically lower profits than foresighted supplier strategies; (3) retailers demonstrate stronger collaboration preferences toward foresighted suppliers, as such partnerships ensure enhanced quality consistency and supply continuity; and (4) government agencies should implement dynamically adjusted subsidy schemes during preservation initiatives to facilitate sustainable operational frameworks in fresh produce supply chains. Full article

Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer marketing by analyzing engagement metrics, marketing effectiveness, and consumer decision-making processes, based on consumers in the Greek sector. Through a structured methodological framework, the research employed a questionnaire-based survey, statistical modeling, and Fuzzy Cognitive Mapping (FCM) scenarios to assess consumer interactions with influencer-driven content. Findings highlight that while influencer marketing enhances brand engagement and sales, its effectiveness varies based on content authenticity, transparency, and user trust. Additionally, consumer purchasing decisions are influenced by social media visibility, personalized marketing strategies, and digital platform usability. This study underscores the need for strategic influencer selection and information-driven marketing optimization to sustain long-term consumer engagement. These insights provide practical implications for businesses aiming to enhance digital marketing strategies and contribute to the ongoing discourse on social commerce and consumer-centric marketing models. Full article

As digital platforms reshape the commercial landscape, brands increasingly collaborate with these platforms to enhance product sales. Many adopt livestream as a strategic tool to attract more traffic, typically choosing between Artificial Intelligence (AI) or Key Opinion Leader (KOL) approaches. Meanwhile, platforms operate under either an agency or a resale mode. However, the relative effectiveness of these strategies remains unclear. This study investigates an e-commerce supply chain comprising a single brand and platform, examining how AI and KOL livestream influence supply chain decisions across different sales modes and identifying optimal strategies for the brand and platform. Results show that when the platform’s revenue sharing rate is low, the agency mode consistently yields a Pareto improvement over resale, regardless of the livestream scheme. Moreover, when the KOL promotion fee rate is low, KOL livestream outperforms AI livestream under both sales modes. When the revenue sharing rate is high, the brand’s optimal strategy is “resale mode and KOL livestream”, while the platform prefers “agency mode and KOL livestream”. Conversely, when the revenue sharing rate is low, the platform’s best strategy is “resale mode and KOL livestream”, while the brand favors the agency mode, with livestream preferences shaped by KOL promotion fee rate. Full article

With the rise of omnichannel (OC) retailing in food e-retail, understanding how OC retailing and product quality attributes influence consumer purchasing behaviour and value perceptions is crucial for developing e-retail strategies and enhancing consumer services. This study examined their impacts on Chinese consumers’ purchases of Australian beef (brisket) through a discrete choice experiment in Beijing, Shanghai, Guangzhou and Shenzhen and analysed 872 valid responses using multinomial logit, random parameter logit, and latent class models. Our findings reveal that Chinese consumers prefer buying Australian brisket via OC apps and offline stores, paying approx. 44% and 134% more per 500 g, respectively, compared to self-operated e-commerce stores. Brand, manufacturer and origin traceability are key quality attributes, with additional paid for brisket manufactured and packaged in Australia (under Australian brands) and featuring the MLA “True Aussie Beef” label over QR codes. This study also identified four distinct consumer clusters: (i) premium shoppers, (ii) channel and traceability-oriented shoppers, (iii) omnichannel and price-oriented shoppers and (iv) tech-savvy and discerning shoppers, highlighting varying sensitivities to e-retail channels and product attributes. These findings offer strategic and actionable insights for Australian beef exporters and OC retailers seeking to optimise consumer engagement and value creation in China’s evolving e-retail landscape. Full article