Articles

Cancel Culture: Unveiling the Dark Side of Social Media for Brands – A Systematic Literature Review

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The phenomenon and terminology of cancel culture are proliferating with the increasing use of social media in Indonesia. Through these platforms, the cancel culture movement is widespread and poses a significant threat to brands and products. However, research related to cancel culture in marketing is still limited. This research aims to describe the cancel culture phenomenon in marketing through a systematic literature review of 53 articles published from 2014 to 2024, with sources from ABDC and Scopus-indexed journals (Q1-Q4). The research identified relevant themes, methodologies, theories, variables, antecedents, consequences, and existing research gaps through this analysis. Based on these findings, the research proposes an integrative framework that describes the influence of cancel culture on brands, particularly the role of social media. The results also identify future research directions, including knowledge gaps in theory, methodology, and research context. The implications of this research are expected to contribute to developing marketing theory and practice related to cancel culture.

Effectiveness of Live Selling Marketing Strategies as a Key Tool to Enhance Sales in the Fashion Business

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This research examines how live selling marketing strategies can boost sales for a fashion brand. Data was gathered through a questionnaire on the brand’s Instagram, and Smart PLS was used for statistical analysis to understand the relationships between different factors. The results show that live selling significantly enhances customer engagement, sales conversion rates, and brand loyalty. The study confirms the reliability of the research model and highlights key factors that contribute to successful live selling, along with the challenges faced. Practical recommendations are provided to help optimize live selling strategies in the fashion industry. While the findings are specific to the selected brand, they offer valuable insights for other fashion brands looking to implement similar strategies.

Navigating Consumer Behavior in the Niche Market of Artisan Tea Blends: Insight from Indonesia’s E-Commerce Sector

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This research explores the factors that influence consumer behavior when purchasing artisan tea blends through e-commerce platforms. It investigates how aspects such as personal characteristics, cultural perceptions, trust endorsements, perceived usefulness, perceived ease of use, and online shopping preferences affect purchase intentions, using quantitative methods. The findings from Partial Least Squares Structural Equation Modelling (PLS-SEM) indicate that cultural perceptions, personal traits, and trust endorsements significantly influence purchase intentions, while perceived usefulness and online shopping preferences have less impact. These results suggest that for niche products like artisan tea blends, online marketing strategies should focus on cultural relevance, building trust, and understanding consumer characteristics to drive engagement and purchases.

Beyond Basics: The Dichotomy of Actual and Perceived Consumer Needs

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Consumer behavior, particularly in distinguishing between actual and perceived needs, reveals complex dynamics that shape spending patterns. This study, titled “Beyond Basics: The Dichotomy of Actual and Perceived Consumer Needs,” examines how modern consumerism often blurs the lines between essential and discretionary expenditures. While actual needs—such as food, shelter, and clothing—are vital for survival, they often receive less financial attention compared to perceived needs, which are closely tied to social status, identity, and recognition. Using Maslow’s Hierarchy of Needs as a theoretical framework, this research explores the psychological and social factors influencing this discrepancy. The study employs a quantitative approach, collecting data from a diverse sample of consumers across different socio-economic backgrounds. Through hypothesis testing, including t-tests and regression analysis, the research investigates the significant differences in spending on actual versus perceived needs and the impact of social status on these spending priorities. The findings indicate that consumers, on average, allocate significantly more financial resources to perceived needs, with social status serving as a stronger predictor of this behavior than income level. This trend is particularly evident among higher-income individuals, but it is pervasive across all income groups, reflecting the deep-rooted influence of societal norms and marketing strategies on consumer choices.

The study concludes by discussing the implications for marketers, policymakers, and consumer education. It suggests that promoting financial literacy, developing sustainable marketing strategies, and encouraging a shift towards prioritizing actual needs could lead to more balanced and sustainable consumer habits. By addressing the psychological and social drivers of consumption, it may be possible to mitigate the adverse effects of excessive spending on perceived needs and foster healthier, more sustainable consumption patterns.

Analyzing the Influence of Viral Marketing on Increasing Purchase Intention of High-End Cosmetic Products

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This study investigates the influence of viral marketing on the purchase intention of high-end cosmetic products, emphasizing the mediating role of attitude on behavior. The rapid development of the internet and social media has significantly changed marketing strategies, with viral marketing currently being executed by many cosmetic brands. Viral marketing utilizes information, entertainment, irritation and source credibility to engage consumers and drive purchase decisions. However, preliminary research suggests a gap between theoretical benefits and practical outcomes, highlighting the skepticism of consumers of high end cosmetic products towards viral marketing. This study aims to bridge this gap by identifying the dimensions of viral marketing that have the most influence on purchase intention and attitude towards behavior. Despite its potential, not all viral marketing efforts are successful in driving purchase intention, so a deeper understanding of the factors at play is needed. This study employs a quantitative approach, using structural equation modeling (SEM) to analyze data collected from 100 women who have purchased high-end cosmetic products in the past six months. Findings reveal that source credibility is the most significant variable in viral marketing that influencing both purchase intention and attitude towards behavior on high end cosmetics product, Source credibility enhances trust and perceived value, leading to a stronger positive attitude towards the product and higher purchase intentions.

Business to Business (B2B) Market Penetration Strategy for PT Perro Manufacturing Business

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This research focuses on PT PERRO which has encountered challenges in revenue growth and stagnant sales on electric vehicle two-wheeler product. The objective of this study is to identify the factors influencing consumer purchasing decisions and analyze the internal and external business conditions of PT PERRO. The theoretical framework employed in this research encompasses consumer behavior in the purchasing process, market trends, and market penetration strategies to enhance PT PERRO’s revenue.