Influence of Advertising on Consumer Buying Behavior for Conspicuous Products

This research articulates the influence of advertising on consumer buying behavior for conspicuous products. Aim of conducting this study was to analyze the impact of advertising liking and advertising attitude on consumer buying behavior, mainly to investigate that either the advertisements are effective to convince the people to spend money on conspicuous products or to influence their buying behavior. Findings of this research will be beneficial to overcome the problem of advertisers focusing more on advertisements contents and effectiveness of advertisements. In order to investigate this, data was collected by showing different advertisements to the responders and it was asked for to fill up the questionnaire. According to our findings, there is a significant and positive influence of advertising on consumer buying behavior for conspicuous products. Which means that it contributes much in influencing consumer buying behavior through both national product advertisements and international products advertisements.

Strategic Framework to Develop Social Media Brand Community to Build Brand Loyalty. a Case of Fashion Brands

“Consumer engagement with brands in social media has developed as an important area of study in social media marketing, brand management and marketing. The concept of engagement in recent literature is being discussed a lot but still the concept needs more clarity and theoretical support. The current research focus on this gap by developing a framework to build brand loyalty by using consumer’s engagement with the brand on social media brand communities. Marketers are including social media advertising as an integrated tool of communication program, as it is among the inexpensive marketing tools which serve as an engagement tool by providing innovative ways to people to connect with each other and to their favorite brands and events. However, in case of social media, brand is what the consumers tell each other about the brand, hence in this era a brand is defined by those who experience it. This makes social media the most difficult tool for brand managers as the power is now in the hands of the consumers. There is a need to understand the changing consumer behavior and how social media brand community engagement of consumers helps in building brand loyalty. The strategic framework developed in the study help the brand managers to build brand loyalty by using consumer’s engagement with the brand on social media brand community. This framework can be used to find the underlying motives of consumers to join the fashion brand communities and also to measure the impact of social media brand community engagement on outcome variables that are brand experience, brand image, brand trust and brand loyalty. The study follows post-positivist research design, literature review is conducted in the field of marketing and measures of all the constructs are established based on already existing scales. A conceptual model to build brand loyalty using social media brand community engagement of consumers is developed. After that, the theoretically developed conceptual model is tested by using data collected from self-administered questionnaire. PLS-SEM is used for model estimation using Smart PLS3. The study reveals that there is a significant and positive relationship between social media brand community engagement and brand experience. The relation of brand experience with brand image is not significant. The relationship between brand image and brand trust is significant. The relationship between brand trust and brand loyalty is also positive. The results of this research are helpful in understanding consumer’s journey towards brand loyalty through social media community engagement. The results demonstrate that social media brand community engagement has a positive direct relationship with brand experience. Brand experience is a precursor of brand image, brand trust is the consequence of brand image and brand trust is an antecedent of brand loyalty. This research will add to the theory of fashion marketing and social media marketing by explaining importance of using social media for creating positive brand experiences that leads to behavioral outcomes like brand trust and brand loyalty. In future longitudinal research studies can help the researchers to gain insights about the dynamic interactions among the community members. This study is limited to fashion products, studies on other product categories can also provide deeper insights about consumers to the brand managers. This is a generalized study in which all the fashion brand communities on social media are treated equally, however there are many differences in brand communities. Future research on few selected brand communities will provide deeper insights about how brand community building efforts change the consumer’s engagement with the brand on social media and how it effects on the outcomes like brand image, brand trust and brand loyalty.”