Marketing Commons^™

Does Customer Expectation Affect Customer Experience? - Evidence From Nigerian Hospitality Industry, Adeyemi Abdulwasiu Adebayo, Abdulazeez Alhaji Salau

ASEAN Marketing Journal

Abstract

Manuscript type: Research Article

Research Aims: Examined the impact of consumer expectations on customer experience in selected hotels and hospitality businesses in Offa and Ilorin, Kwara State, Nigeria

Design/methodology/approach: The study employed a quantitative research approach; the study utilized a survey method to gather primary data through questionnaires. The sample size was determined using the Godden (2004) model, resulting in a total of 246 participants, 150 questionnaires were finally retrieved and inputted for data analysis after the shorting out of wrongly filled and deduction of unretrieved copies of the questionnaires. The study also used multistage sampling …

The Role Of Social Media Influencers In Brand Communication Strategies, Elvis Madondo, Eunice Akindeji

ASEAN Marketing Journal

Manuscript type: Review Paper.

Research Aims: This study aims to examine the role of social media influencers in shaping contemporary brand communication strategies and to identify the opportunities and challenges associated with influencer marketing practices. Design/methodology/approach: This study employs a semi-systematic literature review approach by analyzing previous studies related to influencer marketing, brand communication, customer engagement, and consumer behavior across digital platforms. Research Findings: The findings indicate that brands strategically select influencers whose personal branding aligns with the company’s values and identity to enhance customer engagement and brand perception. Long-term collaborations between brands and influencers are also found to strengthen …

The Growth Of Green Marketing Studies In Southeast Asia: A Bibliometric Review, Muh Erwin Syah, Nuryakin Nuryakin

ASEAN Marketing Journal

Research Aims: This study maps the intellectual structure and development of green marketing research in Southeast Asia. It identifies dominant research clusters and knowledge gaps and provides directions for future research.

Design/methodology/approach: The method used in this study is qualitative research with a literature study approach. The method used in this study is qualitative research with a literature study approach. The data source used in this study was taken from the Scopus database on May 25, 2025, with a publication timeframe (2014–2024). As for the data found, 3,872 publications were obtained and analyzed. Finally, this dataset was converted to RIS …

Three Decades Of Digital Marketing: A Systematic Literature Review Of Strategic Shifts, Ethical Issues, And Innovation Paths, Winarto Poernomo, Denny Bernardus, Christina Utami, Liliana Dewi

ASEAN Marketing Journal

Manuscript type: Review Paper.

Research Aims: This study aims to examine the evolution of digital marketing over the past three decades and identify the technological, strategic, and behavioral transformations shaping contemporary digital marketing practices.

Design/methodology/approach: This study employs a systematic literature review (SLR) approach by synthesizing previous academic studies related to digital marketing development, emerging technologies, consumer behavior, and marketing strategies across digital platforms.

Research Findings: The findings reveal three major phases in the evolution of digital marketing: the foundational era of website-based marketing, the expansion of social media and mobile engagement, and the current era characterized by artificial intelligence, …

The Influence Of Perceived Value On Impulse Buying In Omnichannel Beauty Retail In Indonesia, Bella Amanda Jati, Tengku Ezni Balqiah

ASEAN Marketing Journal

This research aims to examine the influence of perceived value on both cognitive and affective impulse buying in omnichannel beauty retail in Indonesia using the S-O-R (Stimulus-Organism-Response) theory. By distributing questionnaires to 279 respondents who had shopped at Sociolla or Sephora, both online and offline, the study found that channel integration positively affects consumer empowerment, while convenience does not have a significant impact. Consumer empowerment influences satisfaction, trust, and perceived value. Additionally, trust positively impacts perceived value, but satisfaction does not show a significant effect. Perceived value affects cognitive and affective impulse buying. This study provides theoretical contributions regarding the …

Consumer Spontaneous Purchases Under Pressure! Do The Roles Of Time Pressure And Stock Pressure In Flash Sales Differ Between Hedonic And Utilitarian Products?, Anthony E. Hendra, Karto Adiwijaya

ASEAN Marketing Journal

The development of the digital world has driven changes in the live streaming commerce sales method, which is a combination of e-commerce with social media live streaming features. Flash sales are one strategy that is often used in marketing a product in live streaming commerce to increase sales quickly. Time pressure and stock pressure are components of flash sales that effectively force consumers to make impulsive purchases. By causing a scarcity effect on consumers, pressure can make consumers go through a long decision-making process and make unplanned purchases. In this study, researchers used the stimulus-organism-response theory to explain the role …

A Study Of Impulsive Buying Behavior Of Skincare Consumers On The Garnier Brand In Tiktok Shop: Are Women More Impulsive Than Men?, Fandis Ekyawan, Iqbal Alizar Fadillah

ASEAN Marketing Journal

Manuscript type: Research Article.

Research Aims: This study examines the determinants of impulsive buying behavior among skincare consumers—specifically Garnier buyers on TikTok Shop—using the SOR framework, and tests whether female consumers show higher impulsivity than males through gender moderation.

Design/methodology/approach: An online survey of 361 consumers who had purchased Garnier products via TikTok Shop’s live streaming feature was conducted. Five livestream stimulus factors—social interaction, streamer’s style, gratification, gamification, and visualization—were modeled as predictors of perceived hedonic value (PHV), which subsequently influences impulsive buying behavior (IBB) and user stickiness (US). PLS-SEM was used to analyze direct, mediating, and moderating effects.

Research …

Offline Fashion Shopping Trends: Factors Influencing Millennial And Gen Z Purchase Decisions, Muhammad Alfikri, Ma'mun Sarma, Irni Rahmayani Johan

ASEAN Marketing Journal

Type of manuscript: Scientific Paper

Research Objective: This study aims to identify the characteristics and behaviour of millennials and generation Z in Medan City in purchasing fashion products, and analyse the influence of various factors such as information, lifestyle, word of mouth, technology, place, promotion, product, and price on their purchasing decisions, which include aspects of product choice, quantity, and time of purchase.

Design/methodology/approach: Data was collected online using Google Forms from 350 respondents. Respondents were millennials and generation Z who had shopped in person for at least the last 3 months, and the data was analysed using …

Strategies To Maximize User Satisfaction And Experience, Consumers' Perspective On Logistic Company Performance In Surabaya., Hananiel M. Gunawan Mr

International Conference on Business and Management Research (ICBMR)

This study examines the influence of Cost Efficiencies (CE), Regulatory Compliance (RC), Technology Integration (TI), and Network Reach (NR) on Customer Experience (CX) and Customer Satisfaction (CS), and how these factors subsequently affect Company Performance (CP) in the context of express delivery services for export activities. The research employed primary data with 100 valid responses from a total of 168 returned questionnaires, collected through purposive sampling. Eligible respondents were UPS customers who had used export services at least twice within the past three months. Data obtained were analyzed using quantitative methods. The findings reveal a significant positive relationship between Customer …

Designing Digital Marketing Through Generative Ai For Koperasi Merah Putih Urban, Alfonsius Alfonsius, Daniel Cassa Augustinus, Ricky Banke

International Conference on Business and Management Research (ICBMR)

This qualitative study examines the potential of Generative Artificial Intelligence (GenAI) to strengthen digital marketing strategies for urban cooperatives, focusing on Koperasi Merah Putih Urban in Medan, Indonesia. Despite cooperatives playing a crucial role in promoting inclusive economic growth, many remain dependent on offline promotion, facing challenges of visibility, uneven member engagement, and lack of sustainable governance structures. Using a juridical-empirical case study approach, data were collected through semi-structured interviews with cooperative officials and MSME actors, observation of cooperative communities, and analysis of legal and policy documents. Thematic analysis revealed three key issues: limited visibility due to inconsistent branding, unequal …

Analysis The Influence Of Product Attributes On Purchase Decision In Choosing A Smartphone Apple Or Samsung., Arumadina Islamiq

International Conference on Business and Management Research (ICBMR)

Smartphones are currently a very important and necessary means of communication for the public. Two of the most popular smartphone brands are Samsung and Apple. The purpose of this study is to measure respondents' assessments of product attribute variables (quality, features, brand, design style, and support services) in purchase decisions.

This research is descriptive. It uses quantitative methods. This study examines two variables in detail, namely product attributes (X) as the independent variable and Purchase Decision (Y) as the dependent variable. The respondents in this study consisted of all consumers who currently use Samsung or Apple smartphone products, with 400 …

Predicting Medical Tourism Destination Preference Of Indonesian Patients: The Roles Of Patient Experience Quality, Perceived Ai Intelligence And Humanness, Eddy Eddy, Sabrina O. Sihombing, Ferdi Antonio

International Conference on Business and Management Research (ICBMR)

This study proposes an investigation on the antecedents of medical tourism destination preference among Indonesian patients, with a specific focus on the novel moderating role of Artificial Intelligence (AI) chatbots. Driven by a significant financial drain from outbound medical travel, this study aims to understand the key factors that influence Indonesian patients to seek care abroad. The proposed conceptual framework posits that medical tourism destination preference is positively predicted by medical technology advancement, service quality, price transparency, and geographical accessibility. Patient experience quality is also hypothesized to mediate these relationships, serving as a critical psychological bridge. The most innovative aspect …

Unraveling The Evolution Of Customer Perspectives In Ride-Hailing And Ridesharing: A Bibliometric Analysis, Arga Hananto, Rhenald Kasali Ph.D, Sri Rahayu Hijrah Hati Ph.D

International Conference on Business and Management Research (ICBMR)

Ride-sourcing services (i.e., ride-hailing and ridesharing)—represent one of the fastest-growing segments of the sharing economy. Although their success fundamentally depends on customer engagement, scholarly reviews have often focused more on operational and technical developments than on customer behavior, satisfaction, and loyalty. This study examines the evolution of ride-sourcing research during the COVID and post-COVID period (2020–2025) through a bibliometric and content analysis of 297 journal articles retrieved from Scopus. While earlier reviews often emphasized operational and technological aspects, this analysis focuses on customer-centered perspectives such as adoption, satisfaction, loyalty, and attitudes.

The findings show a substantial increase in research output …

Competing For Indonesian Film Audiences During The Eid Holiday Season - How Big Is The Role Of Social Media?, Denisha Wahyuni Dekaputri Miss, Elevita Yuliati

International Conference on Business and Management Research (ICBMR)

This study investigates the role of social media electronic word of mouth (e-WOM) in shaping movie ticket purchase intention among Indonesian film audiences. The data was collected using a quantitative online questionnaire survey of 442 Indonesians respondents aged 17 years old and above who have watched Indonesian cinemas in the past six months. The data was analyzed using PLS-SEM software. The findings reveal that information credibility and information usefulness are the most significant predictors of purchase intention. Furthermore, information usefulness plays a strong mediating role between credibility and intention. In contrast, Attitude towards Information and Information Adoption show weak and …

Building Sustainable Competitive Advantage Through Customer Centricity: Evidence From Fmcg Firms In Indonesia, Oskar Fajar Damanik, Elliot Simangunsong, Fathony Rahman, Eka Ardianto

The South East Asian Journal of Management

Research Aims: This study aims to develop a comprehensive model that leverages customer-centric strategies to build sustainable competitive advantage within the dynamic and complex context of changing consumer behaviour.

Design/Methodology/Approach: Data were obtained from 235 sales and marketing managers across 63 Fast Moving Consumer Goods (FMCG) firms using a convenience sampling method. A structured questionnaire employing Likert-scale items was distributed via Google Forms. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 3 and further validated through semi-structured interviews with top management practitioners.

Research Findings: The findings of the study indicate that a customer-centric strategy …

Unveiling Ai Deployment And Social Support On Customer Value Co-Creation And Stickiness In Social Commerce: A Pls-Sem And Nca Approach, Zandro M. Catacutan, Christian Edwin M. Perlado

The South East Asian Journal of Management

Research Aims: This study examines AI deployment and social support in fostering customer value co-creation and customer stickiness towards S-commerce applications in online shopping.

Design/Methodology/Approach: This study employed a cross-sectional survey design, incorporating purposive and snowball sampling, and a sample size of 625 participants. PLS-SEM and NCA were utilised to test the hypotheses of this study.

Research Findings: The study results showed that AI deployment and social support were significant determinants and essential factors in facilitating customer value co-creation for S-commerce. However, it is not a prerequisite for maintaining customer stickiness in S-commerce. Customer value co-creation was found to have …

The Path To Impulse: A Cognitive-Affective-Conative Model Of Live E-Commerce Behaviour Across Southeast Asia, Any Urwatul Wusko, Aminullah Aminullah

The South East Asian Journal of Management

Research Aims: This study investigates how cognitive and affective mechanisms jointly shape impulse buying intentions in live e-commerce environments, using the Cognitive-Affective-Conative (CAC) model, with a focus on Southeast Asian consumers.

Design/Methodology/Approach: A quantitative, cross-sectional survey was conducted with 430 respondents from Indonesia, Malaysia, Thailand, Vietnam, and the Philippines. Data were gathered from participants with recent live-shopping experience on platforms such as TikTok Shop and Shopee Live. Structural Equation Modelling (SEM) using SmartPLS was employed to test the proposed relationships.

Research Findings: Perceived authenticity and interactivity significantly influence emotional arousal and fear of missing out, which in turn predicted impulse …

Strategi Personal Branding Youtuber Asian Survivor Dalam Membangun Motivasi Donasi: Studi Analisis Konten Video Youtube, Muhammad Sulthon Asykur, Hasyim Asyari

Jurnal Administrasi Bisnis Terapan

ABSTRACT

Content creators face significant challenges in maintaining audience engagement and social relevance amidst dynamic platform algorithms. This study analyzes YouTuber Asian Survivor's personal branding strategy in building authenticity, engagement, and audience donation motivation using a mixed-methods approach. Quantitative analysis employed t-tests and binary logistic regression on 101 videos, while qualitative analysis was conducted through in-depth interviews and observation. Results indicate that neither vulnerable nor inspiring narrative types significantly differentiate engagement levels; however, videos that successfully raised donations exhibited significantly higher engagement rates. Regression analysis proved that an increase in engagement rate raises donation probability by 2.5 times. Qualitative findings …

Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film, Muthiah Khansa Basyirah, Khairunnisa Devani Aqtus Permana Putri Putri, Peny Meliaty Hutabarat, Yunita Miftahul Jannah

Jurnal Sosial Humaniora Terapan

Social media continues to drive growing digital trends in Indonesia, including marketing strategies. TikTok has become one of the social media platforms capable of gaining wider exposure due to its ability to create viral content. In line with the increasing use of TikTok, the phenomenon of User Generated Content (UGC) has emerged. This study aims to examine UGC in the marketing strategy of the film Pabrik Gula (Sugar Factory) to improve effective communication, close relationships with audiences, and creative content production strategies. This study uses User Generated Content (UGC) as the research subject and Pabrik Gula as the object, using …

Digital Influencer Sebagai Faktor Pembentuk Brand Awareness Produk Time Phoria Di Kalangan Generasi Z, Maura Najwa Maitsa, Hudi Santoso, Enden Darjatul Ulya, Rici Tri Harpin Pranata

Jurnal Sosial Humaniora Terapan

Digital influencers play an important role in building brand awareness among Generation Z through digital marketing communication. This study aims to analyze the characteristics of digital influencers, including credibility, expertise, and attractiveness, as factors shaping brand awareness of the beauty product Time Phoria among Generation Z who consume content on the TikTok platform. The study adopts a descriptive quantitative approach using a survey of 100 respondents who met the research criteria. The results show that credibility, expertise, and attractiveness of digital influencers contribute positively and significantly to brand awareness, with credibility identified as the most dominant factor. These findings highlight …

The Influence Of Social Media Interactions On Consumer Behavior In Influencer Vs. User-Generated Destination Content: The Role Of Source And Content Factors, Elmira Listiawardany, Rifelly Dewi Astuti

ASEAN Marketing Journal

Based on Service Dominant Logic, Value Co-Creation, and the Information Adoption Model, this research model examines the influence of Social Media Interactions on destination content on Visit Intention and Behavioral Engagement, involving Source Credibility, Homophily, and Content Quality as mediators in this relationship. To provide more specific implications, this study also compares how the model applies to two different types of content, namely influencer content and user-generated content (UGC).

This research uses a survei questionnaire method and obtained 313 samples that meet this research criteria, which are those who located in Indonesia, age 17 to 43, using social media, and …

From Fashion To Electronics: Analyzing Shopee Indonesia Email Marketing Content Across Different Product Categories, Tri Anita Rahayu, Irmawan Rahyadi, La Mani La Mani

ASEAN Marketing Journal

This study explores the email marketing content employed by Shopee Indonesia across various product categories, including fashion, health & beauty, electronics, digital products, and home & living. By analyzing the variations in themes, messaging, and promotional tactics, the research aims to understand how Shopee Indonesia customizes its email content to optimize engagement and conversion rates across these diverse categories. The findings reveal that Shopee Indonesia employs distinct content strategies tailored to the specific characteristics and consumer preferences associated with each category, highlighting the platform's strategic approach to targeted marketing.

The Impact Of Social Media Activities On ‘Labubu The Monsters' Brand Awareness And Brand Image, Grace Javiera Sadihin, Patricia Evelyn Angelika, I Ketut Rangga Wardana Putra, Fari Agil Aryaputra, Theodorus Otniel

ASEAN Marketing Journal

This study aims to investigate the impact of social media activities on brand image and brand awareness. A quantitative study was conducted using a validated questionnaire distributed to a sample of 348 respondents of Gen Z, Gen Y, and Gen X who use social media and are familiar with Labubu The Monsters. Multiple regression analysis was performed using SPSS version 27 to test the hypotheses. The results revealed a significant impact of social media activities on brand awareness and brand image. It was found that entertainment, trendiness, and influencers affect brand awareness, while entertainment, EWOM, trendiness, and influencers affect brand …

Perceived Value And Customer Satisfaction In The Nigerian Airlines Businesses, Adeyemi Abdulwasiu Adebayo, Abdulazeez Alhaji Salau, Abdulazeez Alhaji Salau

ASEAN Marketing Journal

Due to the nature of consumers as being price conscious and their attitude in evaluating if the services rendered by service providers can meet their needs and aspirations, airline service providers need to understand the perceived value of their esteemed customers to ensure that the services rendered are satisfying and can ultimately lead to loyalty. This study investigated the influence of customer perceived value proxy with customer experience and service quality in building satisfaction in the Nigerian Airline business. The study employed a quantitative research design through a survey to collect primary data from domestic customers of the chosen airlines. …

The Influence Of Live Shopping On Consumer Purchase Decisions: Analysing The Role Of Social Commerce In Indonesia’S Retail Sector, Andi Irfan, Andi Nur Yadin S, Hafipah Hafipah, Yusram Adi

The South East Asian Journal of Management

Research Aims: This study examines the influence of live shopping on consumer purchase decisions in Indonesia, focusing on key features such as interactivity, promotional urgency, and influencer marketing. It also investigates the mediating effect of consumer trust and the moderating role of social commerce experience.

Design/Methodology/Approach: A quantitative approach was employed, using survey data from 265 Indonesian consumers who engage in live shopping. The analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS.

Research Findings: Interactivity, promotional urgency, and influencer marketing significantly impact consumer purchase decisions, both directly and indirectly through consumer trust. Promotional urgency …

Analysis Of The Influence Of Green Altruism And Green Perceived Value On Purchase Intention For A Green Beauty Brand In Jabodetabek, Jono Mintarto Munandar, Kamilla Azzahra, Annisaturrahmah Maulida

The South East Asian Journal of Management

Research Aims: To analyse the effect of green altruism and green perceived value on the purchase intention of AVOSKIN skincare products in Jabodetabek.

Design/Methodology/Approach: The data used consisted of primary data in the form of questionnaires and secondary data in the form of literature reviews. The number of respondents in this study was 228, using non-probability sampling techniques and purposive sampling methods. The data analysis method used in this study included descriptive analysis to identify consumer characteristics and SEM-PLS analysis through a second-order construct with the embedded two-stage approach.

Research Findings: Green perceived value has a significant and positive effect …

Unveiling The Marketing Tactics Of Indonesian Fundamentalist Group: A Delphi Method Analysis, Arindra Khrisna Karamoy, Adrianus Meliala

Journal of Strategic and Global Studies

This study investigated whether Indonesian fundamentalist group utilizes marketing principles for recruitment. The research employed a Delphi method, gathering expert consensus from marketing, communication, and visual communication fields to assess the group's use of marketing strategies in attracting sympathizers and disseminating their ideology. The first round demonstrated complete agreement on the use of marketing principles. The second round revealed some disagreement regarding the classification of mosques as distribution channels, suggesting a nuanced application focusing more on promotion than traditional marketing models. The findings highlight sophisticated marketing techniques used by this group, emphasizing the need for further investigation into how such …

Halal Labeling And Purchase Intentions: Insights From Gen-Z And Millennial Muslims Purchasing Imported Korean Foods, Muhammad J. Pratama, Imam Salehudin

International Journal of Islamic Economics and Business Sustainability

Purpose: This study examines the impact of halal labeling on the purchase intent of Korean food (K-food) imports among Indonesian Muslim millennials. It also explores how halal certification origins—Indonesian Ulama Council (MUI) vs. Korean Muslim Federation (KMF)—affect consumer perceptions and purchase decisions.

Design/methodology/approach: Using a sample of 370 respondents aged 18–42 who purchased K-food in the past year, this study employed Multi-Group Structural Equation Modeling (MG-SEM). Respondents were randomly assigned to groups exposed to different halal labeling stimuli to assess their impact on trust, brand attitude, and purchase intent.

Findings: Halal literacy and religious beliefs shape K-food purchases, mediated by …

Pushing Consumers To Plant-Based Milk Alternatives: What Drives Them?, Rabani Jannata Insani, Fatya Alty Amalia

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: Describing the extent to which belief factors, supporting reasons, and opposing reasons can shape attitudes, thereby creating an intention to purchase plant-based milk products.

Design/methodology/approach: Using Behavioral Reasoning Theory. Data were collected through quantitative methods from 407 respondents using a questionnaire, targeting those who had consumed plant-based milk. Analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method using SmartPLS 3.0.

Research Findings: The findings indicate that health beliefs, reasons for nutritional content, and supporting the environment significantly influence attitudes positively, while environmental beliefs have a positive but non-significant impact on attitudes. However, …

Study Of Religiosity Animosity And Consumer Efficacy On Participation In Boycott Affiliation Of Israeli Products: The Moderating Role Of Xenocentrism, Ramadania Ramadania, Muhammad Zaki Afifi, Didik Muhammad Nur Haris, Abid Taufiqurrahman, Sri Syabanita Elida

ASEAN Marketing Journal

Manuscript type: Quantitative paper

Research Aims: To build and test the effects of religiosity animosity, consumer efficacy, and xenocentrism on boycott participation.

Design/methodology/approach: This research uses a survey method with a sample of 255 young respondents in Indonesia, used surveys and interviews to collect data then analysis with SEM-PLS to examine the variables.

Research Findings: The study found that several factors significantly influence boycott participation in products affiliated with Israel. First, religiosity animosity has a notable effect; higher levels of religiosity animosity are associated with an increased likelihood of boycott participation. Similarly, consumer efficacy—a consumer's belief in …