Green Buying Behavior of Students

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2025, Volume and Issue: unknown, P. 275 - 294

Published: Jan. 31, 2025

Scholars have examined the impact of fashion production and consumption on environment concluded that green buying behaviour must be encouraged sustained. However, factors influence are not universal. The study examines how past behaviour, peer influence, knowledge value consciousness behaviour. was anchored Social Exchange Theory used an online survey 412 students conveniently sampled from public universities. Data analysed with STATA 18. found students' interpersonal apparel knowledge, In line SD12, has practical implications for changing youth towards adoption sustainable products.

Language: Английский

Using Influencer Marketing to Strengthen Brand Evangelism

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2024, Volume and Issue: unknown, P. 103 - 132

Published: Nov. 22, 2024

Influencer marketing is a rapidly evolving digital strategy that harnesses the influence and credibility of social media personalities to promote brands, products, or services specific target audiences. With rise platforms such as Instagram, Facebook YouTube individuals have gained ability build significant followings, making them valuable partners for brands seeking authentic engagement with their consumer base. This chapter aims explore how influencer contributes sustainable efforts, focusing on role influencers play in strengthening brand evangelism. The structured into sections delve evolution marketing, strategies use expand loyalty, challenges they face promoting products. Additionally, it will examine limitations driving behavior towards sustainability provide insights future evangelism context long-term sustainability.

Language: Английский

Analisis Bibliometrik tentang Efektivitas Media Sosial dalam Meningkatkan Loyalitas Konsumen terhadap Produk Berkelanjutan

Jurnal Multidisiplin West Science, Journal Year: 2024, Volume and Issue: 3(07), P. 998 - 1009

Published: July 31, 2024

Penelitian ini mengeksplorasi pengaruh media sosial dalam memfasilitasi kepuasan dan loyalitas pelanggan, dengan fokus khusus pada integrasi nilai keberlanjutan strategi pemasaran. Menggunakan analisis bibliometrik visualisasi data VOSviewer, studi mengidentifikasi klaster utama literatur yang berkaitan pemasaran digital, produk berkelanjutan, tanggung jawab perusahaan (CSR). Hasil penelitian menunjukkan tren peningkatan sebagai elemen penting membangun pelanggan era digital. juga menyoroti perubahan paradigma akibat pandemi COVID-19, mengungkapkan bagaimana menyesuaikan pendekatan mereka untuk tetap relevan efektif kondisi pasar berubah. Melalui kolaborasi antar peneliti, mencatat peluang sinergi akademis lebih lanjut, dapat membantu mengintegrasikan berbagai perspektif menghadapi tantangan kontemporer.