Journal of Digital Marketing and Communication

The Effect of TikTok Content on Consumer Purchase Intention: A Study of Dapur Mamacan and Local Culinary MSMEs in Blora, Indonesia

2026-11-09T07:09:11+00:00

TikTok has become an important digital marketing platform for culinary micro, small, and medium enterprises (MSMEs). However, empirical evidence regarding its influence on consumer purchase intention in smaller regional markets remains limited. This study aimed to examine the relationship between TikTok content published by the “Makan di Blora” account and purchase intention toward Dapur Mamacan, a local culinary business in Blora, Indonesia, among students of IAI Khozinatul Ulum Blora. A quantitative cross-sectional survey was conducted involving 150 students selected through purposive sampling based on their exposure to the TikTok content. Data were collected using a five-point Likert-scale questionnaire comprising 12 items measuring TikTok content and eight items assessing purchase intention. Simple linear regression was employed to examine the overall relationship, while exploratory multiple regression was used to assess four content dimensions: attractiveness, credibility, informativeness, and clarity and exposure. Both measurement scales demonstrated good internal consistency (Cronbach's α = 0.86). Simple linear regression revealed a significant positive relationship between TikTok content and purchase intention (Y = 9.334 + 0.460X; β = 0.585; F(1, 148) = 76.83; p < 0.001). TikTok content explained 34.2% of the variance in purchase intention (R² = 0.342). The exploratory multiple regression indicated that informativeness and clarity and exposure were significantly associated with purchase intention, whereas attractiveness and credibility showed no significant independent associations. TikTok content is positively associated with purchase intention toward local culinary MSMEs, although its explanatory contribution is partial. Informative, clearly presented, and frequently encountered content may be particularly relevant to consumer decision-making. These findings highlight the importance of developing informative and accessible TikTok marketing strategies while considering other potential influences, including price, taste, service quality, and consumer trust.

Brand Animosity as a Driver of Digital Boycotts: How Socio-Political Issues Shape Generation Z Consumer Behaviour in Indonesia

2026-08-06T06:55:22+00:00

The rise of digitally mediated consumer activism has fundamentally altered the dynamics between global brands and value-conscious consumers. This study investigates how socio-political issues activate brand animosity among Generation Z consumers in a Muslim-majority emerging market context and how such animosity translates into digital boycott participation. The research adopts a qualitative exploratory design grounded in an integrative framework that combines Brand Animosity Theory, the Theory of Planned Behavior, and Cognitive Dissonance Theory. Data were collected through netnographic observation across TikTok, X (formerly Twitter), and Instagram between December 2024 and January 2026, supplemented by twelve semi-structured, in-depth interviews with purposively selected Generation Z respondents aged 18–24 years. Theoretical saturation was assessed through systematic monitoring of code novelty rates, with the final two interviews yielding fewer than 5% new codes. Reflexive thematic analysis was applied to the interview transcripts and netnographic field notes, with inter-coder agreement testing conducted on a 25% subsample, yielding a Cohen's kappa value of 0.81. The findings reveal three primary mechanisms through which socio-political issues generate brand animosity: moral-religious framing of geopolitical conflict, viral social contagion of negative brand associations, and collective identity reinforcement through digital solidarity rituals. Cognitive dissonance resolution and digital social norm pressure operate as critical mediating pathways between brand animosity and actual boycott participation. The study proposes a tentative construct labelled networked moral outrage, conceptualised as a digital-era extension of brand animosity that complements existing constructs of online moral outrage and digital activism while remaining grounded in brand-level affect. The findings have important implications for brand crisis communication strategies in digitally connected emerging markets.

The Impact of E-Commerce Livestreaming Characteristics on Consumer Engagement and Actual Purchasing Behavior Among Gen Z Consumers in Saudi Arabia

2026-10-16T00:56:42+00:00

The rapid growth of livestreaming ecommerce transformed online retail by providing consumers with interactive and immersive shopping experiences. Despite the increasing adoption of livestreaming commerce in Saudi Arabia, limited research had examined how specific livestreaming characteristics shaped the purchasing behavior of Generation Z consumers. This study aimed to examine the effects of influencer authenticity and credibility, interactivity, and entertainment value on Generation Z consumers’ engagement and purchasing behavior. It also investigated the mediating role of consumer engagement and the moderating role of perceived product involvement based on the Stimulus Organism Response framework. Data were collected from 260 Generation Z consumers in Saudi Arabia using a structured survey. The relationships among livestreaming characteristics, consumer engagement, purchasing behavior, and perceived product involvement were analyzed to test the proposed direct, mediating, and moderating effects. The findings showed that influencer authenticity and credibility, interactivity, and entertainment value significantly enhanced consumer engagement. Influencer authenticity and credibility and interactivity had significant direct effects on purchasing behavior, whereas entertainment value had no significant direct effect. Consumer engagement significantly predicted purchasing behavior and mediated the relationship between interactivity and purchasing behavior. Perceived product involvement also positively moderated the relationship between consumer engagement and purchasing behavior, indicating that the effect of engagement on purchasing behavior was stronger for products with high levels of involvement. The findings demonstrated that consumer engagement represented an important psychological mechanism linking livestreaming characteristics with purchasing behavior and highlighted perceived product involvement as an important boundary condition in explaining Generation Z consumers’ responses to livestreaming commerce. The study provided context specific insights into the developing livestreaming commerce market in Saudi Arabia and offered practical implications for influencers, livestreaming platforms, and online retailers. Future research should examine additional psychological and contextual factors influencing livestreaming purchasing behavior and validate the proposed relationships across different age groups, product categories, cultural settings, and ecommerce markets.

Relational Marketing Communication and Institutional Reselience: Evidence from Ganesha Operation

2026-08-30T08:28:00+00:00

This study examined how relational marketing communication practices sustained the institutional resilience of Ganesha Operation (GO), Indonesia’s longest-operating tutoring institution, amid the digital disruption of non-formal education. Using a qualitative embedded single-case design, data were collected from eight informants, marketing staff, branch managers, tutors, and alumni, across GO’s Cimanggis and Kranggan branches in the Greater Jakarta (Jabodetabek) area through in-depth interviews and document analysis. The data were analysed thematically using a hybrid inductive–deductive coding approach guided by Varey’s relational communication framework. The findings revealed six interlocking practices: personalised tutorial services, gamified competition, an unbundled digital product, appreciation-based pricing, inclusive positioning, and the management of operational pressure. Together, these practices functioned as relationship-constituting forms of communication. Personalised services generated trust and organic word-of-mouth advocacy, while pricing and product decisions operated as social communicators of value, sustaining enrolment without heavy reliance on paid promotion. However, the model became fragile when target-driven communication became non-humanistic, potentially threatening student retention. The study’s novelty lay in extending Varey’s marketing-mix-as-communicator thesis, previously applied mainly in commercial and formal education settings, to conventional non-formal tutoring institutions. Practically, the findings suggested that tutoring institutions should manage service delivery, competition, digital products, and pricing as an integrated relational communication system while maintaining a humane approach to performance-oriented management to support student retention and long-term institutional resilience.

What Drives Muslim Tourists' Visit Intention? The Roles of Halal Assurance, Service Quality, and Brand Trust in Muslim-Friendly Restaurants

2026-08-06T06:55:18+00:00

The rise in halal travel drove an increasing demand for Muslim-friendly restaurants capable of meeting Muslim tourists' needs through halal certification and high-quality service. This study examined the effects of Halal Assurance and Service Quality on Visit Intention, with Brand Trust serving as a mediating variable, among Muslim-friendly restaurants in the Braga area of Bandung. A quantitative approach was employed involving 207 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicated that Halal Assurance and Service Quality had positive and significant effects on both Brand Trust and Visit Intention. However, Brand Trust did not have a significant effect on Visit Intention and, therefore, did not mediate the relationships between Halal Assurance, Service Quality, and Visit Intention. These findings suggested that Muslim tourists placed greater emphasis on halal assurance and service quality than on brand trust when determining their intention to visit Muslim-friendly restaurants.

- Digital Communication Strategies of Insurance Agents in Building Customer Trust and Customer Relationships: A Case Study at PRUStars Bandung

2026-11-09T07:09:09+00:00

Digital communication has transformed insurance marketing by enabling agents to interact with prospective and existing customers through social media, digital lead-management systems, and messaging applications. However, limited attention has been given to how insurance agents integrate these platforms into their daily marketing practices and address challenges related to customer engagement and technological adaptation. This study aims to examine the digital communication strategies employed by insurance agents at KPM PRUStars Bandung, their perceived role in building customer trust and maintaining relationships, and the challenges encountered during implementation. A qualitative case study was conducted involving five insurance agents at KPM PRUStars Bandung. Data were collected through semi-structured interviews and analyzed using thematic analysis to identify communication practices, perceived benefits, and implementation challenges. The findings revealed that agents utilized Instagram to distribute promotional and insurance claim-related information, while Pru Leads, accessed through PruForce, facilitated lead acquisition and management. WhatsApp was primarily used for personalized follow-up communication supported by company-provided message scripts. However, agents encountered challenges related to unreachable leads, limited conversion opportunities, and frequent application updates requiring continuous technological adaptation. Agents aged 50 years and above were reported to rely more heavily on sharing existing content than producing original educational materials. These findings demonstrate how social media, digital lead-management systems, and messaging applications are integrated into insurance marketing practices. Nevertheless, the reported contributions to customer trust and relationship maintenance were based on agents' perceptions rather than direct customer assessments. Digital communication supports insurance agents' efforts to engage prospective customers and maintain existing relationships through integrated platform use and personalized follow-up. However, its perceived effectiveness depends on lead quality, agents' digital competencies, and communication responsiveness. This study provides a process-oriented understanding of digital communication practices in insurance marketing, highlighting the importance of technological adaptation and coordinated communication strategies.

From Invisible to Unstoppable: How AI and Digital Marketing Transform IT Consulting Start-ups

2026-08-06T06:55:21+00:00

Information technology consulting start-ups in emerging markets faced considerable challenges in establishing market visibility against well-established competitors, particularly because of limited marketing resources. Although digital marketing and artificial intelligence were increasingly presented as potential solutions, limited empirical evidence had documented their adoption within this sector and context. This study examined how a Tunisian information technology consulting start-up perceived and used digital marketing and artificial intelligence to strengthen its competitive position. Nine semi-structured interviews were conducted with members of the management team, clients, and a prospective client of a company anonymized as AlphaTech Consulting. The interview data were supplemented by a review of the relevant literature and analyzed using the thematic analysis approach proposed by Braun and Clarke. Thematic saturation was reached after the eighth interview. Five principal themes emerged. First, limited digital visibility was perceived as a major competitive constraint. Second, search engine optimization and the production of expert content were regarded as the most sustainable mechanisms for improving visibility. Third, artificial intelligence tools increased the volume, consistency, and frequency of marketing activities without requiring substantial additional resources, although systematic editorial oversight remained necessary. Fourth, a clear tension emerged between automated interactions and the relationship-based requirements of business-to-business consulting. Consequently, the company differentiated between activities managed through digital tools and those requiring direct consultant involvement. Fifth, customer data governance was viewed not merely as a regulatory obligation but also as an important indicator of credibility and trustworthiness. Based on these findings, ten managerial recommendations were developed across three implementation horizons. The study contributed to the literature on artificial intelligence adoption in the marketing practices of business-to-business service-oriented small and medium-sized enterprises in emerging markets by proposing a sequential hybridization model that combined automation with human interaction. The limitations associated with the single-case study design were also acknowledged.

The Fast Lane Keyword Methodology: A Structural Framework for Identifying and Prioritizing Zero-Data Long-Tail Keywords in Competitive Digital Markets

2026-11-09T07:09:13+00:00

Keyword research tools report search volume, keyword difficulty (KD), and cost-per-click (CPC) only for queries that exceed their aggregation thresholds. Queries below these thresholds are routinely excluded. This study quantifies the proportion of queries with unavailable keyword metrics and evaluates the Fast Lane Keyword Methodology, a framework for prioritizing zero-data queries without relying on search volume. The Fast Lane Score combines four indicators, each scored from 0 to 3: query length, intent-modifier categories, search engine results page (SERP) weakness, and semantic parent match with a test publisher. Google autocomplete suggestions were collected for 29 seed keywords across three sectors (SEO tools, small-business consulting, and e-commerce) in the United States in October 2026, yielding 6,993 relevant queries. Keyword metrics were obtained from DataForSEO, and live SERPs were analyzed for each zero-data query. A total of 2,459 queries (35.2%) had no reported search volume, KD, or CPC, with proportions ranging from 14.7% to 70.0% across seed keywords. Zero-data queries were slightly longer than measurable queries (mean: 4.50 vs. 4.14 words) but did not contain more intent modifiers. Their top-ranking results were also more likely to lack pages directly matching the queries (72.8% vs. 58.1%). Based on the prespecified thresholds, 0.1% of zero-data queries were classified as Priority A, 9.5% as Priority B, and 45.9% as Priority C. In contrast, a conventional volume-based scoring method assigned a score of zero to all these queries. Approximately one-third of Google-suggested queries lack standard keyword metrics. The proposed structural scoring framework enables reproducible prioritization of these queries, providing small and medium-sized businesses with a systematic approach to identifying content opportunities overlooked by volume-based keyword research methods. However, the scoring thresholds require further calibration and validation against actual search-ranking outcomes.

Impression Management of Freelance Domestic Workers: A Case Study of Instagram Account @reni_goclean

2026-09-29T02:25:54+00:00

Social media has evolved into a digital platform through which domestic workers can express and construct their identities. Many freelance domestic workers have used Instagram to offer their services independently, as exemplified by the account @reni_goclean. This study aimed to examine and describe the impression management strategies employed by a female freelance domestic worker through this account. Erving Goffman’s dramaturgical theory was used as the theoretical framework for analyzing the content posted on the @reni_goclean Instagram account. The findings showed that, on the front stage, the subject presented herself as versatile, professional, and grateful for her work. This self-image was conveyed through various reels that highlighted her diverse skills and ability to perform tasks requiring specialized expertise, such as childcare and assisting children with anxiety disorders. Several reels also portrayed her confidence in rejecting job offers that did not match her competencies or offered excessively low wages. In addition, many reels expressed gratitude for the employment opportunities she received. Interestingly, no clear boundary was observed between the front stage and the back stage. Instead, the subject deliberately merged these two stages, presenting personal and professional aspects of her life in ways that aligned with societal expectations of women working as domestic workers. Her impression management strategy was directed not only toward her audience but also toward social media algorithms that curated and distributed content to a wider range of users. Therefore, social media served as an important platform through which domestic workers could pursue economic independence, demonstrate professionalism, and challenge the negative stigma associated with domestic work.

Instagram Content Strategies for Promoting Regional Sports Events: A Case Study of MC Run Tegal 2026

2026-11-09T07:09:12+00:00

Regional sporting events increasingly rely on Instagram to attract prospective participants. However, limited research has examined how local event organizers with limited resources integrate promotional, relational, and protective communication strategies within a single social media account. This study investigated the Instagram content strategies employed by the official account @mcruntegal to promote MC Run Tegal 2026, a community running event in the Bregaslang region (Brebes, Tegal, Slawi, and Pemalang), Central Java, Indonesia. A qualitative single-case study design was adopted. The primary dataset comprised 26 Instagram feed posts published between 1 April and 31 May 2026, supplemented by Instagram Highlights, the official registration page on Gelar.in, and semi-structured interviews with three members of the organizing committee's marketing communication team. Data were analysed using qualitative content analysis with a hybrid deductive–inductive coding framework informed by Integrated Marketing Communication (IMC), the 3E social media marketing model (Educate, Entertain, and Engage), and risk communication theory. Six principal content strategies were identified: consistent visual branding, educational and entertaining content, distance-based audience segmentation, phased ticket sales emphasizing scarcity, personalized administrator interactions in comment sections, and anti-fraud communication supported by account verification and sponsorship visibility. According to the organizers, all 2,000 tickets were sold well before the event. However, because ticket sales and audience engagement were not statistically examined in relation to content exposure, these outcomes were interpreted as contextual indicators rather than direct evidence of marketing effectiveness. The study contributes an integrated analytical framework that positions IMC, the 3E model, and risk communication as complementary dimensions of strategic coordination, content engagement, and trust protection in regional event promotion. The findings suggest that local event organizers should adopt a balanced Instagram content strategy that simultaneously informs, engages, and protects prospective participants.

The Influence of Public Relations Strategies and Organizational Culture on the Institutional Performance of the Garut Regional Narcotics Agency (BNNK) in Achieving Its Annual Accreditation

2026-08-06T06:55:20+00:00

Despite the relatively good institutional performance achieved by the Garut Regional Narcotics Agency (BNNK), several challenges remained, particularly in optimizing public communication, addressing limited human resources, and strengthening organizational culture, all of which could affect institutional performance. Therefore, this study aimed to analyze the influence of Public Relations strategies and organizational culture on institutional performance at BNNK Garut. A quantitative causal research design was employed, involving all 85 employees using a census sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 25. The validity test confirmed that all questionnaire items were valid, while the reliability test demonstrated excellent internal consistency, with Cronbach's Alpha values of 0.970 for Public Relations strategy, 0.955 for organizational culture, and 0.932 for institutional performance. The classical assumption tests indicated that the regression model satisfied the assumptions of normality (Kolmogorov–Smirnov significance = 0.200), absence of multicollinearity (Tolerance = 0.689; VIF = 1.450), and homoscedasticity. The findings revealed that Public Relations strategy had a positive and significant effect on institutional performance, organizational culture also had a positive and significant effect, and both variables simultaneously exerted a significant influence on institutional performance. The coefficient of determination (Adjusted R² = 0.410) indicated that 41% of the variance in institutional performance was explained by Public Relations strategy and organizational culture, while the remaining 59% was attributable to other factors outside the proposed model. These findings highlighted the importance of strengthening both external communication strategies and internal organizational culture to enhance institutional performance.

The Role of Artificial Intelligence in Sustainable Marketing: A Systematic Literature Review Between Products and Social Media

2026-11-09T07:09:08+00:00

The increasing adoption of Artificial Intelligence (AI) in digital marketing has transformed conventional message automation into interactive communication between consumers and intelligent agents. However, the prevalence of greenwashing on social media and limited transparency in AI-driven communication have intensified consumer skepticism toward sustainability claims. This study aims to examine the role of AI as a communication agent in sustainable marketing and develop a conceptual framework for strengthening consumer trust through Meta-Authenticity. A qualitative research approach was employed using a Systematic Literature Review (SLR) guided by the PRISMA 2020 framework. The review examined 21 peer-reviewed journal articles, five theoretical textbooks, supplemented by four methodological references. The selected literature was analyzed using thematic analysis and systematic coding to identify recurring patterns, conceptual relationships, and emerging challenges. The findings indicate that AI-driven communication can enhance the perceived credibility of sustainable products by providing consistent, evidence-based, and technically objective information. However, excessive algorithmic personalization may contribute to sustainable filter bubbles, selective information exposure, and algorithmic greenwashing, potentially undermining consumer trust. This study concludes that effective AI-driven sustainable marketing requires more than technological efficiency and personalized communication. Consumer trust depends on algorithmic transparency, data accountability, and ethical consistency in human–machine interactions. By integrating Human–Machine Communication (HMC) theory and Platform Political Economy, the proposed Meta-Authenticity framework offers a conceptual foundation for developing transparent, accountable, and trustworthy AI-mediated sustainability communication.