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CONSPICUOUS CONSERVATION: THE ROLE OF SUSTAINABLE BRAND CHOICES IN SIGNALING IDENTITY AND SOCIAL STATUS Suharti; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

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This article examines the concept of conspicuous conservation, focusing on how sustainable brand choices function as signals of identity and social status in contemporary consumer behavior. As sustainability becomes increasingly visible in the marketplace, consumers are not only motivated by environmental concerns but also by the desire to express values and gain social recognition. Using a narrative literature review, this study integrates insights from marketing, sociology, and consumer psychology to explore the dual role of sustainable consumption as both ethical behavior and symbolic signaling. The findings highlight key themes, including sustainability as identity expression, status signaling through ethical consumption, the role of visibility, and the tension between intrinsic and extrinsic motivations. The study further explains the mechanisms of conspicuous conservation, emphasizing the importance of social comparison, cultural context, and public visibility in shaping consumer behavior. In addition, several moderating factors are identified, such as income, cultural norms, brand credibility, and consumer awareness. A conceptual framework is proposed to illustrate how sustainable choices translate into social recognition and consumer outcomes. The article contributes by linking sustainability with signaling theory and offers practical implications for designing authentic and effective sustainable branding strategies.
NAVIGATING ALGORITHMIC AVERSION: CONSUMER TRUST AND ADOPTION OF AI-GENERATED RECOMMENDATIONS IN HIGH-INVOLVEMENT CATEGORIES Ririn Laila Ulfah; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

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This article examines the phenomenon of algorithmic aversion and the factors influencing consumer trust and adoption of AI-generated recommendations, particularly in high-involvement categories such as finance, healthcare, and education. As artificial intelligence becomes increasingly embedded in decision-making processes, consumers are often faced with the challenge of relying on algorithmic systems for complex and high-stakes decisions. Using a narrative literature review, this study synthesizes insights from marketing, information systems, and consumer psychology to explore the dual nature of consumer responses, characterized by both algorithmic aversion and appreciation. The findings identify key themes, including the role of trust, perceived competence, transparency, and explainability in shaping acceptance of AI recommendations. The study also highlights the mechanisms underlying algorithmic aversion, such as perceived lack of empathy, sensitivity to errors, and threats to autonomy. In addition, several moderating factors are identified, including involvement level, consumer expertise, trust in technology, and cultural context. A conceptual framework is proposed to illustrate how these factors interact to influence adoption, reliance, or rejection of AI-generated recommendations. The article contributes by integrating trust theory with algorithmic decision-making and offers practical implications for designing human-centered AI systems.
THE TEMPORAL DYNAMICS OF CUSTOMER JOURNEY EMOTIONS: A CONTINUOUS-TIME MODELING APPROACH Tara Hasbelita; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

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This article examines the temporal dynamics of customer journey emotions and proposes a continuous-time modeling approach to better understand how emotions evolve throughout the customer experience. Traditional customer journey models often rely on static, stage-based representations that fail to capture the continuous and interconnected nature of emotional responses. Drawing on a narrative literature review across marketing, psychology, and data science, this study highlights the importance of viewing emotions as dynamic trajectories shaped by ongoing interactions. Key findings emphasize the role of emotional peaks, troughs, critical moments, and lag effects in influencing overall customer perceptions and behavioral outcomes. The study introduces a continuous-time modeling framework that integrates customer interactions as inputs, emotional state changes as processes, contextual and psychological factors as mediators, and outcomes such as satisfaction and loyalty. Additionally, moderating factors including customer characteristics, interaction channels, timing, and external context are identified as crucial in shaping emotional dynamics. The article contributes theoretically by integrating temporal perspectives with customer experience research and offers practical insights for real-time monitoring and adaptive experience design. Future research should focus on empirical validation and the application of advanced analytics to capture real-time emotional changes in customer journeys.
METAVERSE MARKETING: CONCEPTUAL FOUNDATIONS AND A RESEARCH AGENDA FOR BRAND PRESENCE, COMMUNITY, AND COMMERCE Subekti; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

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This article examines the conceptual foundations of metaverse marketing and proposes a research agenda centered on three core dimensions: brand presence, community, and commerce. As immersive technologies such as virtual reality, augmented reality, blockchain, and artificial intelligence converge, the metaverse is emerging as a transformative environment for marketing practice. Drawing on a narrative literature review across marketing, technology, and consumer behavior, this study highlights the shift from traditional digital marketing toward interactive, experiential, and participatory engagement. The findings emphasize that effective brand presence in the metaverse requires immersive experiences and virtual storytelling, while community plays a critical role in fostering social interaction, co-creation, and brand advocacy. Commerce introduces new opportunities for value creation through virtual goods, digital assets, and decentralized transactions enabled by blockchain technologies. The article proposes a conceptual framework that integrates these three pillars and identifies key interaction mechanisms, including co-creation, engagement, and transactions, which drive outcomes such as brand equity, loyalty, and economic value. Additionally, moderating factors such as technology adoption, consumer motivations, and platform trust are discussed. The study contributes by offering a holistic framework and outlining future research directions for understanding and leveraging metaverse marketing.
INFLUENCER MARKETING AUTHENTICITY: A MULTI-METHOD STUDY ON FOLLOWER DISCERNMENT AND ITS IMPACT ON PERSUASION KNOWLEDGE Samapto; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

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This study examines the role of authenticity in influencer marketing and investigates how follower discernment shapes persuasion knowledge and consumer responses. As influencer marketing continues to expand across digital platforms, authenticity has become a critical determinant of trust, engagement, and effectiveness. Drawing on a multi-method research design that integrates surveys, experiments, and content analysis, this study explores how followers identify cues of authenticity and sponsorship in influencer content. The findings reveal that detection cues such as language, tone, and visual consistency play a key role in shaping authenticity perceptions, while individual factors such as experience and media literacy influence the ability to discern persuasive intent. The study further demonstrates that perceived authenticity and persuasion knowledge act as central mediators, determining whether consumers respond with trust or skepticism. The activation of persuasion knowledge often leads to increased critical evaluation and resistance, particularly when content is perceived as overly commercial. However, authenticity and transparent disclosure can mitigate these effects and sustain engagement. The study contributes to theory by extending the Persuasion Knowledge Model to influencer contexts and offers practical insights for designing authentic and effective influencer strategies. Future research should explore cross-platform and cultural variations in authenticity perception.
PRIVACY CALCULUS IN THE ERA OF ZERO-PARTY DATA: HOW VALUE EXCHANGE FRAMING SHAPES WILLINGNESS TO DISCLOSE Shinta Widyastati; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
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This article explores the privacy calculus in the era of zero-party data, focusing on how value exchange framing influences consumers’ willingness to disclose personal information. As digital marketing shifts away from third-party tracking toward consent-based data practices, understanding the factors that drive voluntary data sharing has become increasingly important. Drawing on a narrative literature review, this study integrates insights from marketing, consumer behavior, and privacy research to examine how individuals evaluate the trade-off between perceived benefits and perceived risks. The findings highlight that value exchange framing—whether functional, emotional, or monetary—plays a critical role in shaping perceptions of value and influencing disclosure decisions. Functional and emotional framing tend to enhance perceived relevance and trust, while monetary incentives may produce mixed effects by raising concerns about data exploitation. The study also identifies key moderating factors, including privacy concerns, trust in brands, and data literacy, which influence how consumers interpret value propositions. A conceptual framework is proposed to illustrate the relationships between value framing, mediating perceptions, and disclosure outcomes. The article contributes to theory by extending privacy calculus in the context of zero-party data and offers practical insights for designing transparent and effective data-sharing strategies.
THE SYNERGY OF HUMAN AND AI CREATIVITY: AN EXPERIMENT IN CO-CREATING EFFECTIVE MARKETING CONTENT Ma’rifah; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19641415

Abstract

This study explores the synergy between human and artificial intelligence (AI) creativity in the co-creation of effective marketing content. As generative AI tools become increasingly integrated into marketing practices, understanding how human and AI capabilities interact has become essential. Using an experimental approach, this research compares human-created, AI-generated, and co-created content across key dimensions, including creativity, authenticity, engagement, and overall effectiveness. The findings reveal that while human-created content excels in emotional depth and authenticity, and AI-generated content demonstrates strengths in efficiency and scalability, co-created content consistently achieves the most balanced and effective outcomes. Perceived creativity and authenticity emerge as critical mediating factors that influence consumer responses, shaping trust, engagement, and persuasive impact. The study also highlights the role of moderating factors such as consumer familiarity with AI and task complexity in determining the effectiveness of different content creation modes. A conceptual framework is proposed to explain the relationships between content creation mode, perceptual mediators, and marketing outcomes. This research contributes to the literature on hybrid creativity and provides practical insights for marketers seeking to optimize content strategies through human–AI collaboration.
BLOCKCHAIN FOR MARKETING: MOVING BEYOND HYPE TO APPLICATIONS IN PROVENANCE, LOYALTY, AND COUNTERFEIT PREVENTION Dian Nofrianti; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19641553

Abstract

This article examines the role of blockchain technology in marketing, moving beyond initial hype to explore its practical applications in provenance, loyalty programs, and counterfeit prevention. As blockchain matures, its core features—transparency, decentralization, and immutability—offer new opportunities to address longstanding challenges in marketing. Drawing on a narrative literature review and case-based analysis, this study identifies how blockchain enhances product traceability, enabling greater supply chain visibility and strengthening consumer trust through verifiable provenance. In loyalty programs, blockchain introduces tokenized and decentralized reward systems that increase flexibility, interoperability, and customer engagement. Additionally, blockchain-based authentication systems play a critical role in preventing counterfeiting, protecting brand equity, and ensuring consumer safety. The study also highlights key moderating factors, including technology adoption readiness, consumer awareness, and industry-specific requirements, which influence the effectiveness of blockchain applications. A conceptual framework is proposed to illustrate how blockchain-driven transparency and trust translate into improved marketing outcomes. This research contributes to bridging the gap between theoretical potential and real-world implementation, offering practical insights for marketers. Ultimately, blockchain’s value in marketing lies in its ability to deliver trust, enhance transparency, and create more secure and consumer-centric ecosystems.
BRAND ACTIVISM IN POLARIZED SOCIETIES: A STAKEHOLDER THEORY PERSPECTIVE ON RISKS, COMMUNICATION, AND LONG-TERM EQUITY Raja Risnanda Putra; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19641268

Abstract

Brand activism has emerged as a prominent strategy in contemporary marketing as organizations increasingly engage with social, political, and environmental issues. In highly polarized societies, however, such actions present both opportunities and risks, creating uncertainty regarding stakeholder responses and long-term brand outcomes. This study examines brand activism through a stakeholder theory perspective, focusing on risks, communication strategies, and implications for long-term brand equity. Using a narrative literature review and conceptual analysis, the study synthesizes insights from academic research, case studies, and industry reports related to stakeholder dynamics, societal polarization, and brand communication. The findings reveal that stakeholder responses are highly fragmented, with supportive groups enhancing loyalty and opposing groups generating backlash and reputational risk. Effective communication—characterized by authenticity, clarity, and responsiveness—emerges as a critical factor in mitigating risks and shaping perceptions. The study also highlights the trade-off between short-term negative reactions and potential long-term gains in trust, loyalty, and brand equity. A conceptual framework is proposed to explain how brand activism influences outcomes through mediating and moderating factors. The study concludes that successful brand activism requires strategic alignment, stakeholder awareness, and proactive communication to navigate polarized environments and sustain long-term value.
CIRCULAR ECONOMY BUSINESS MODELS: THE CRITICAL ROLE OF MARKETING IN SHAPING CONSUMER ACCEPTANCE AND BEHAVIOR Arios Zeus Sandry; Lukmanul Hakim; Tibrani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19641507

Abstract

This study examines the role of marketing in influencing consumer acceptance and behavior within circular economy business models. While circular systems provide notable environmental and economic advantages, their effectiveness depends largely on consumers’ willingness to adopt new consumption patterns. The findings identify perceived value, trust, and awareness as key drivers of acceptance, while barriers such as ownership concerns, perceived risk, and unfamiliarity hinder adoption. The study highlights the importance of strategic marketing—through clear communication, storytelling, and value framing—in overcoming these challenges. It also emphasizes that consumer responses vary across demographic and cultural contexts, requiring targeted and adaptive approaches. Theoretically, this research integrates marketing principles with circular economy frameworks and proposes a conceptual model linking circular offerings, perceptual mediators, moderating factors, and behavioral outcomes. Practically, it offers insights for organizations implementing circular models, particularly the need to build trust, enhance value perception, and educate consumers. However, the study is limited by its conceptual nature and the evolving state of the field. Future research should focus on empirical validation, cross-cultural and longitudinal analysis, and the role of digital innovation in supporting circular adoption.
Co-Authors , Ramon Zamora A.K. Yohanson A.K.Yohanson Abdul Fattah Achlan Fahlevi Royanow Adek Chan Adella Giovana Afriadi, Putra Afrizal Afrizal Agung Muttaqin Agus Ryandi Pratama Ahmad Irfan Maulana ahmad Muhammad al maghrobi Ahmad Muslim Ahmad Sopyan Ahmad Zuhri Akhmad Yusuf Ariffudin Akrilvalerat D W Al Azahari Azahari Al Hasan, Zahra Robbani Al Khanif Albert Efendi Pohan Ali Ibrahim Alif Mustaqim Alpizar Alqori’ah Mardhatillah Amalia Natasya Ameliya Della Rahmadani Amry Purnama Mauladi Andy Ramadhan Angga Alfiyan Annisa Amalia Annisa Kurnianingsih Anuar Sanusi Appin Purisky Redaputri Aprinisa Aprinisa Arfawati Ibrahim Arina Manasikana Arios Zeus Sandry ARIYANI RAMADHANI Arys Hasta Baruna Asep A. Arsyul Munir Asti Hardianti Avry Meilita Navia Azhariah Fatia Aziza Meria Bandarsyah, Bandarsyah Bangun Budi Raharjanti Bernaditya, Albertus Hazel Betty Magdalena Bhayu Bomantara Bilqis Adzroo H Bimo Suryo Wicaksono Burhanuddin AG Burhanuddin AG Candra Adi Saputra Catur Fatchu Ukhriyawati Celina Cicilia Margaritha Chairuni AR Christopher Erlangga P CONY SHOLIHAH AYU LESTARI Dahlina Nopilawati Dahrul Aman Harahap Damsir Dani Andrian Saputra Danil Muahmud Chainago Dea Ananda Wilianca Dea Fitriyani Dea Intan Putri Dedy Susanto Deni Kurniawan Denny Ridayansyah Desy Afriyanti Devy Purnawanti Dewi Noor Azijah Diah Anggeraini Hasri Dian Miranda Dian Nofrianti Dian Nurcahya Dimas Al Aziz Celsa Dwi Laksono Dwi Martha Agustina Dwi Ramasari ecep nurjamal Edy Sunarno Ega Putri Handayani Elya Silvia Eni Afrianti Enny Lastuti Erasiah Erdi Surya Erlina Desi Purwanti Ervina Uswatun K Eti Kamala Sari Euphrasia Susy Suhendra Evi Priyanti F. 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Afriansyah M. Faqih M. Iqbal Gelar Budiman M. Quzwini MAFTUHAH Malika Risq Mara Irpan Pane Marlissa Oktaviani Maskur Masnun Tahir Maspuroh Massriyati Maulidani Ulfah Ma’rifah Mikhratunnisa, Mikhratunnisa Mitha Pebria Haerunnisa Moch. Riza Fahmi Mochamad Reza Adiyanto Mohamad Sholahuddin Mohamad Tabri Mu'alimin Muh. Hasani Muh. Rusli Umaini Muhamad Rifaldi Muhamad Siddik Muhamat Ilza Amanda Muhammad Ali Siregar Muhammad Chairil Ibnu Saleh Muhammad Hapis Harahap Muhammad Harfi Muhammad Iqbal Muhammad Iqbal Yuriza Muhammad Said Muhammad Yasir Muharrahmi Mujiono Mursam Naberi Oktaria Nada Ramadhania Naila Putri Maulana Nanda Hari Kusuma Nanda Riswanda Pohan Natasya Nurkhalita Nazli Ismail Nenden Hayati Neni Asmayati Nimas Ayu Sholehah Nova Safitri Novianri Nur Anisah Hasibuan Nuramaliyah, Nuramaliyah Nurdini Ferianti nurjamal, ecep Nursalim Okta Ainita Oktavianti Oktavianti Oryza Safitri Paqrul Rizki Paras Faturohim Parizal Parizal Pohan , Nanda Riswanda Puji Rahayu Puspitasari, Widiya Putri Nurul Lesmana Putri Wahdah Hija Fajriah Putri, Salsabila Dwi Rahayu Syahputri Rahmaifa Nasyah Rahmawati Rahmawati Raja Raihan Aditama Raja Risnanda Putra Ramon Zamora Ravika Permata Hati Rendy Pradana Retno Eka Sulistin Reza Hilmy Luayyin Ria Muazizah Ridho Saputra Rikhsan Kurniatuhadi, Rikhsan Rini Maharini Ririn Laila Ulfah Risti Dwi Ramasasi Riyadini Riyan Utami Riyanto, Dwi Agus Rizkia Syafia Qalbi Rizky Dwi Lestari Rodhi Agung Saputra Rofiq Hidayat RR. Ella Evrita Hestiandari Ruka Yulia Rusdi Sulaiman Ryan Ramadhan Saidul Amin Salman Al Farisi Samapto Sarjani Satria Heriswana Y Setiyo, Setiyo SEVINA ATMALA SARI Shalsa Aulia Setiawan Shariyani Shariyani Shifa Awiah Shinta Widyastati Shoqibatul Islamia Silva Khayrani Siska Perdina Siska Wahyu Anita Sistiana Sitanggang, Cokro Malik Siti Aisyah Siti Hanna Hanifah Siti Khoiriah Hasibuan Siti Nur Syamsiah Soewito Soewito Sopyan Resmana Adiarsa Sri Andika Sri Langgeng Ratnasari Sri Mulyati Stevanus Wahyudianto Prabowo Subekti Suharti Supriadi Supriadi Suprianto Suprianto Supriyadi Supriyadi Suratno Suratno Susi SYAFRIL BAGAS KURNIAWAN Syifa Qalbina Izzah S Synthia Tara Hasbelita Tarsono Tasya Permata Listi tengku Mia Rahmiati Teuku Makmur Tibrani Tibrani Tibrani Tika Zulhiani Tuti Damayanti Tyar Muhamad Khadafi ULFIANI, EKA Ulya Qonita uswatun jamhari Vera Wati Vivi Eulis Diana Wahyu Ana Pria Wan Repli Wardatul Aini Wendy Hermawan Winda Rika Lestari Yandri Agusta Putra Yeni Idayusi Yosua Theo Herlia Yulan permata sari Yuliansisti Yulida Fauziyah Yulniza Yunita Faujiyah Zahid, Azka Zainuddin Zainuddin Zazkia Fara Dinda R Zidan Ananda Rio V