Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

How Do Brands Respond to System Ease, Customer Voice, and Content in the Marketplace?

Maya Ariyanti
Telkom University, Indonesia.
Falih Asyrafi
Telkom University, Indonesia
Adhi Prasetio
Telkom University, Indonesia
Keywords: System Easiness, Customer Voice, Content Marketing, Brand, Purchase Decision, Marketplace..

Abstract

Studies on how brands respond to system features such as ease of use, voice of customer, or content marketing effort have become an exciting research topic in consumer behavior. Despite the abundance of research on these antecedents, to our understanding, few studies have explored these antecedents within an integrated model within the framework of the marketplace ecology. This study examined the impact of system usability, customer feedback, and content marketing on brand perception and purchasing decisions within the e-commerce marketplace. This research uses a quantitative method. Questionnaires are collected from 384 respondents with purposive sampling distributed through online forms. After that, data was examined using PLS-SEM. The findings reveal a significant impact of all the studied antecedents – system ease, customer voice, and content marketing – on purchase decisions, with brand perception emerging as a pivotal mediating variable. Notably, system easiness was found to have the most substantial influence on consumer behavior, underscoring its critical role in the online shopping experience. This study contributes to the body of current literature by providing empirical evidence on the synergistic effect of system usability, customer feedback, and content quality on e-commerce success. It highlights online marketplaces' need to enhance system navigability, foster positive customer interactions, and curate engaging content to bolster brand perception and purchasing decisions. However, this study has limitations, including its reliance on a specific demographic and geographic focus, which may not fully represent the global online consumer base. Future research should explore these dynamics in diverse contexts and with larger, more varied samples to further validate and expand upon these findings.

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Keywords

marketingCOVID-19brandingMarketingconsumer behaviourIndiaCovid-19Coronavirusrefugeesconsumersblockchaincustomer-orientationGeneration Yretailsocial mediaEmerging marketsdiasporaidentitySMEbrandUAESMSfoodMexico