Identifying the Comprehensive Consumer’s Post-Covid Behavioral Pattern in Meta Platform

Document Type : Original Article

Authors

Department of management and accounting, Karaj Islamic Azad University, Karaj, Iran

10.22133/ijwr.2024.412571.1175

Abstract

Given a limited understanding of post-COVID customer behavior on social media, this paper seeks to identify consumer behavioral patterns on Facebook and Instagram in the post-COVID era. The research explores all the inner and outer features that might affect the way consumers think or act in the post-COVID era. Hence, a qualitative approach has been adopted to have a more comprehensive and current understanding. The research begins by identifying pertinent factors shaping consumer behavior through an extensive review of existing literature. To refine and validate these factors, the study employs the fuzzy Delphi method, a research technique that involves seeking consensus among a panel of experts. The findings of the research illuminate 24 distinct factors, organized into five main dimensions: contextual, social, content, technological, and product. Notably, the study underscores the significance of product-related factors, technological advancements, content quality, and social interactions in shaping post-COVID consumer behaviors. The product-related factors hold the most substantial influence over consumer behaviors, followed by technological considerations, content quality, and social interactions. Managers should prioritize quality assurance and strategic product categorization. Emphasizing these aspects in product positioning can significantly influence consumer behavior on social media platforms.

Keywords

Main Subjects

References

  • Clement Addo, J. Fang, A. O. Asare, and N. B. Kulbo, “Customer engagement and purchase intention in live-streaming digital marketing platforms,” The Service Industries Journal, vol. 41, no. 11–12, pp. 767–786, Mar. 2021, doi: https://doi.org/10.1080/02642069.2021.1905798.
  • P, “Gender and Behaviour Differences Influencing on Web Shopping,” papers.ssrn.com, Apr. 01, 2021. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3833377.
  • Auditya, A., & Hidayat, Z. Netflix in Indonesia: Influential Factors on Customer Engagement among Millennials' Subscribers. Journal of Distribution Science, 19(1), 89-103. 2021.
  • Bao, Z., & Yang, J. Why online consumers have the urge to buy impulsively: roles of serendipity, trust and flow experience. Management Decision. (2022).
  • Barari, M. Ross, S. Thaichon, and J. Surachartkumtonkun, “A meta‐analysis of customer engagement behaviour,” International Journal of Consumer Studies, vol. 45, no. 4, Aug. 2020, doi: https://doi.org/10.1111/ijcs.12609.
  • Bayisa, F. Identifying Factors Influencing Online Shopping Behavior Among Teenagers in Ethiopia (Doctoral dissertation, School of Petroleum Management). (2022). 
  • Bhattacharyya and I. Bose, “S-commerce: Influence of Facebook likes on purchases and recommendations on a linked e-commerce site,” Decision Support Systems, vol. 138, p. 113383, Nov. 2020, doi: https://doi.org/10.1016/j.dss.2020.113383.
  • Billewar, S. R., Jadhav, K., Sriram, V. P., Arun, A., Abdul, S. M., Gulati, K., & Bhasin, N. K. K. (2021). The rise of 3D E-Commerce: the online shopping gets real with virtual reality and augmented reality during COVID-19. World Journal of Engineering.
  • H. Busalim, A. R. Che Hussin, and N. A. Iahad, “Factors Influencing Customer Engagement in Social Commerce Websites: A Systematic Literature Review,” Journal of theoretical and applied electronic commerce research, vol. 14, no. 2, May 2019, doi: https://doi.org/10.4067/s0718-18762019000200102.
  • Das, J. Agarwal, N. K. Malhotra, and G. Varshneya, “Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality,” Journal of Business Research, vol. 95, pp. 479–490, Feb. 2019, doi: https://doi.org/10.1016/j.jbusres.2018.05.026.
  • Gaffar, V., Tjahjono, B., Abdullah, T., & Sukmayadi, V. Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination. Tourism Review. (2021).
  • Galhotra and A. Dewan, “Impact of COVID-19 on digital platforms and change in E-commerce shopping trends,” IEEE Xplore, Oct. 01, 2020. https://ieeexplore.ieee.org/abstract/document/9243379
  • Gashi and H. Gashi, “Impact of Social Media on the Development of New Products, Marketing and Customer Relationship Management in Kosovo,” papers.ssrn.com, Apr. 01, 2021. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4063170
  • Gerster, P. Melonashi, and Q. Nguyen, “Digital Customer Experience Matters How Jewelry Retailers Can Create a Highly Valued Experience for Customers Online,” 2021. Available: https://lup.lub.lu.se/student-papers/record/9047430/file/9047459.pdf
  • Gvili and S. Levy, “Consumer engagement in sharing brand-related information on social commerce: the roles of culture and experience,” Journal of Marketing Communications, vol. 27, no. 1, pp. 1–16, Jun. 2019, doi: https://doi.org/10.1080/13527266.2019.1633552.
  • Guo and D. Wang, “EXPRESS: Will Online Shopping Lead to More Brand Loyalty than Offline Shopping? The Role of Uncertainty Avoidance,” Journal of Marketing Research, p. 002224372311530, Jan. 2023, doi: https://doi.org/10.1177/00222437231153075.
  • Hajli, M. Shanmugam, S. Papagiannidis, D. Zahay, and M.-O. Richard, “Branding co-creation with members of online brand communities,” Journal of Business Research, vol. 70, no. 1, pp. 136–144, Jan. 2017, doi: https://doi.org/10.1016/j.jbusres.2016.08.026.
  • Han and T. Atik, “Influence of purchase process, responsiveness, delivery, and security on Internet shopping intention,” Asia-Pacific Journal of Business & Commerce, vol. 14, no. 1, pp. 67–84, Mar. 2022, doi: https://doi.org/10.35183/ajbc.2022.03.14.1.67.
  • Han, “Consumer behavior and environmental sustainability in tourism and hospitality: a review of theories, concepts, and latest research,” Journal of Sustainable Tourism, vol. 29, no. 7, pp. 1–22, Mar. 2021, Available: https://www.tandfonline.com/doi/full/10.1080/09669582.2021.1903019
  • Huotari and J. Hamari, “A definition for gamification: anchoring gamification in the service marketing literature,” Electronic Markets, vol. 27, no. 1, pp. 21–31, Jan. 2016, doi: https://doi.org/10.1007/s12525-015-0212-z.
  • D. Hoyer, D. J. MacInnis, R. Pieters, E. Chan, and G. Northey, Consumer Behaviour: Asia-Pacific Edition. Cengage AU, 2017. Accessed: Feb. 10, 2024.
  • H. Kim, E. Ko, S. J. Kim, and Q. Jiang, “Digital service innovation, customer engagement, and customer equity in AR marketing,” Journal of Global Scholars of Marketing Science, vol. 31, no. 3, pp. 453–466, Jun. 2021, doi: https://doi.org/10.1080/21639159.2021.1923054.
  • Kotler and K. Keller, “Marketing Management (15th Global Edition ),” Vnbrims.org, 2021, doi: https://doi.org/978-1-292-09271-3.
  • Lamba, S. S., & Malik, R. Impact of Social Media Influencers on Conversion Towards Veganism. ECS Transactions, 107(1), 10399. 2022
  • C. Laudon and C. G. Traver, E-commerce 2019 : business, technology, society. Pearson, 2020. Available: https://thuvienso.hoasen.edu.vn/handle/123456789/12556
  • S. I. Lei, S. Pratt, and D. Wang, “Factors influencing customer engagement with branded content in the social network sites of integrated resorts,” Asia Pacific Journal of Tourism Research, vol. 22, no. 3, pp. 316–328, Nov. 2016, doi: https://doi.org/10.1080/10941665.2016.1250792.
  • N. Mason, J. Narcum, and K. Mason, “Social media marketing gains importance after Covid-19,” Cogent Business & Management, vol. 8, no. 1, p. 1870797, Jan. 2021, doi: https://doi.org/10.1080/23311975.2020.1870797..
  • Moshkovitz and T. Hayat, “The rich get richer: Extroverts’ social capital on twitter,” Technology in Society, vol. 65, p. 101551, May 2021, doi: https://doi.org/10.1016/j.techsoc.2021.101551.
  • Nam, K. Cho, and Y. D. Kim, “Cross-cultural examination of apparel online purchase intention: S-O-R paradigm,” Journal of Global Fashion Marketing, vol. 12, no. 1, pp. 1–15, Dec. 2020, doi: https://doi.org/10.1080/20932685.2020.1845766.
  • Rahayu, S., & Iskandar, B. P. Study of Consumer Behavior on Tinting Wall Paint Product Purchasing Process: Case Study at RKM Soekarno Hatta, Bandung. International Journal of Accounting, 6(35), 42-55. 2021.
  • Rahman, M. F., & Hossain, M. S. The impact of website quality on online compulsive buying behavior: evidence from online shopping organizations. South Asian Journal of Marketing, 2022.
  • Rahmanov, F. Consumer behavior in digital era: Impact of Covid 19. 684080133. 2021.
  • Santos, C. A. The Effects of Website Design Elements on the Customer Experience in Fast-fashion Online Shopping , Universidade Catolica Portugesa, 2021. 
  • Srivastava, A., & Thaichon, P. What motivates consumers to be in line with online shopping?: a systematic literature review and discussion of future research perspectives. Asia Pacific Journal of Marketing and Logistics, 2022.
  • Sudaryanto, S., Imam, S., Anifatul, H., Jaloni, P., & Taskiya, L. U. Impact of culture, brand image and price on buying decisions: Evidence from East Java, Indonesia. Innovative Marketing, 17(1), 130-142. 2021.
  • Syed, A. A., & Khan, A. A study on E-tailing: Factors influencing the online consumer behaviour of Indian Consumers. The Service Industries Journal, 30-32. 2019.
  • Thakur, “Customer engagement and online reviews,” Journal of Retailing and Consumer Services, vol. 41, pp. 48–59, Mar. 2018, doi: https://doi.org/10.1016/j.jretconser.2017.11.002.
  • Vafadarnikjoo, N. Mishra, K. Govindan, and K. Chalvatzis, “Assessment of consumers’ motivations to purchase a remanufactured product by applying Fuzzy Delphi method and single valued neutrosophic sets,” Journal of Cleaner Production, vol. 196, pp. 230–244, Sep. 2018, doi: https://doi.org/10.1016/j.jclepro.2018.06.037.
  • Vinerean and A. Opreana, “Measuring Customer Engagement in Social Media Marketing: A Higher-Order Model,” Journal of Theoretical and Applied Electronic Commerce Research, vol. 16, no. 7, pp. 2633–2654, Oct. 2021, doi: https://doi.org/10.3390/jtaer16070145.
  • Xi, N., & Hamari, J. (2019). N. Xi and J. Hamari, “Does gamification satisfy needs? A study on the relationship between gamification features and intrinsic need satisfaction,” International Journal of Information Management, vol. 46, no. 46, pp. 210–221, Jun. 2019, doi: https://doi.org/10.1016/j.ijinfomgt.2018.12.002.
  • Zhang, T. Jin, and R. M. X. Wu, “Comparison Reviews on E-commerce Research Methods: Suggestions for Post-COVID-19,” Global Economics Science, pp. 187–202, Jun. 2022, doi: https://doi.org/10.37256/ges.3220221384.
International Journal of Web Research
Volume 6, Issue 2
December 2023
Pages 19-27

Files

Share

How to cite

Statistics