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All Journal Involvement International Journal of Business Feedback International Journal of Communication
Khatri, Urvija
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Examining the Role of Digital Marketing in Shaping Consumer Communication and Behavior Bharti, Rakshak; Khatri, Urvija; Duralia, Oana Alexandrina
Feedback International Journal of Communication Vol. 1 No. 4 (2024): December 2024
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/fijc.v1i4.76

Abstract

This study investigates the transformative impact of digital marketing on consumer communication and behavior, with a focus on tools such as mobile applications, social networks, and electronic word-of-mouth (eWOM). As digital platforms reshape consumer interaction, understanding their collective influence has become critical for businesses aiming to improve engagement and competitiveness, especially within the tourism industry. The integration of personalized, data-driven communication frameworks provides businesses and consumers with unparalleled access to interaction and feedback mechanisms. A mixed-methods approach was employed, incorporating a systematic review of academic literature and primary data collection. The review analyzed peer-reviewed articles published within the past decade to ensure relevance to contemporary digital marketing practices. Semi-structured interviews were conducted with industry professionals in tourism marketing, providing insights into the practical application of digital tools. Additionally, an online survey gathered quantitative data from active consumers on digital platforms, focusing on their preferences and behaviors. Mobile applications emerged as critical for streamlining processes such as booking and feedback collection, with 89% of surveyed users citing increased convenience. Social networks facilitated peer influence and trust-building, with 75% of decisions being shaped by user-generated reviews. eWOM highlighted authenticity as a driver, positively influencing 85% of consumer trust while negatively affecting 62% when feedback was poor. Companies utilizing digital marketing tools recorded a 27% higher customer retention rate than those relying on traditional methods.
Predicting Consumer Purchase Decisions through Packaging Color Strategies in FMCG Markets Bharti, Rakshak; Khatri, Urvija; Singh, Chandra Bhooshan; Barik, Tushar Ranjan; Thakur, Kanchan; Lepcha, Dawakit
Involvement International Journal of Business Vol. 3 No. 1 (2026): January 2026
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/iijb.v3i1.197

Abstract

Examining highly competitive Fast-Moving Consumer Goods (FMCG) markets reveals that consumers often make purchase decisions within seconds, rendering packaging design particularly color a critical strategic cue. Although prior research has established the psychological influence of color, few studies have integrated neuromarketing measures with predictive analytics to forecast consumer purchase behavior. This study employs a mixed-methods design combining eye-tracking, physiological emotional measurement (FEMG and GSR), consumer surveys, and machine learning analysis. A total of 1,500 participants evaluated FMCG products across food, beverage, and personal care categories using standardized color treatments. Data were analyzed using ANCOVA and an XGBoost machine learning model to predict purchase decisions. The results show that warm colors significantly reduced time-to-first-fixation (mean = 420 ms) and increased visual engagement, while high-contrast packaging improved fixation duration by up to 32%. Emotional analysis revealed that warm, high-saturation colors generated higher arousal (GSR +18.6%), whereas cooler colors produced stronger positive valence linked to trust. The XGBoost model achieved a prediction accuracy of 89.2%, substantially outperforming traditional regression models. The findings demonstrate that packaging color operates as a neuromarketing stimulus that shapes attention and emotion prior to conscious deliberation. Integrating behavioral science with machine learning advances both theory and practice by enabling accurate prediction of consumer decisions. The study highlights the strategic value of data-driven color design for FMCG marketers seeking competitive advantage in complex retail environments.
Co-Authors Barik, Tushar Ranjan Bharti, Rakshak Duralia, Oana Alexandrina Lepcha, Dawakit Singh, Chandra Bhooshan Thakur, Kanchan