Introduction

Word of Mouth Statistics: WOM, or word-of-mouth advertising, is one of the oldest forms of marketing introduced in the history of humanity. It is defined as customers talking to each other regarding their experience or consumption of a given product or service. Such word of mouth is more likely to be accepted as it is based on experience and is hence more likely to be effective than the traditional advertising method.

In the year 2024, that is not the case, as word-of-mouth statistics marketing is still very much alive and reaching its peak at the age and time when most people enjoy making their views known through the internet in social networks, Reviews, and discussion boards. Here are some interesting facts and figures regarding word-of-mouth marketing in 2025.

During a survey conducted among internet users in the United States in the no third quarter of 2024, word-of-mouth emerged as the most common source of new brand, product, and service discovery, mentioned by approximately **** percent of the participants.TV ads and search engines followed, cited by roughly ** and ** percent of the respondents, respectively.

On the basis of the cognitive–affective–behavioral model, this study investigated the effects of narrative transportation in movies on audience emotion and positive word-of-mouth.

In the contemporary world everything has been digitalized and marketing sector has also seen significant changes. Before buying a product, people used to consult their peers, friends, or relatives, but this has altered now. We need not spend much time to know about the new product or brand. We instantly get to know about the products through social media platforms, websites, search engines, independent reviewing sites. This enables the consumer to get access to the newly introduced product as well as already existing products by electronic word of mouth in the form of online reviews. Therefore big salute to the internet and technology which made the things easier. Generally, consumers have the confusions while choosing the products. Certain questions arise when they decide to buy. The questions such as whether it is of good quality? whether the price of the product is reasonable or whether they are paying more penny? Before making an online purchase, customers typically read the reviews that are provided underneath the product in order to get answers to all of these questions and also look for reviews on social media platforms like YouTube and Instagram. Therefore this study tries to find out the consumer perception about online reviews which is considered to be the electronic word of mouth among the consumers. This study uses a descriptive approach to gather information from consumers by using a structured questionnaire. For the purpose of the study, 200 samples are collected from the Chennai city. The information gathered will be then analyzed to determine the expected outcomes of the study. The findings of the study will be beneficial to the consumers, producers, retailers and marketers. Keywords: Online reviews, Electronic word of mouth, Social Media sites, Review sites, Video platform, consumer perception

According to the findings of a global survey, personal recommendations from friends and family were the most trusted advertising channel among consumers in 2021. Nearly ** percent of respondents trusted word-of-mouth recommendations, while brand websites and brand sponsorships were also considered highly reliable sources. Traditional media states its claim When it comes to advertising perception, old media formats can still be gold. Various surveys conducted in 2021 have indicated that television, radio, and print still boast the highest trust among all advertising media in the United States, United Kingdom, and several other markets. But despite their seemingly trustworthy reputation, not all traditional media outlets have managed to draw equally impressive advertising investments from brands and companies in recent years, as the decline in print advertising activity has demonstrated. To trust or not to trust in social media Despite being one of the most popular pastimes among millions of online users, social media has been voted the least credible form of advertising by consumers across many regions. Survey findings showed that a mere ** percent of internet users in the UK trusted ads they saw on social networks, which might be surprising to read considering that these platforms have become a vital driver of e-commerce growth nationwide. One reason for the lack of trust might be the comparatively low level of oversight and regulation on these platforms paired with people’s wariness of advertising scams. Interestingly, trust levels in social media advertising vary significantly depending on the region: As of 2021, online users in India displayed the highest trust, whereas respondents from Denmark, Sweden, and the UK were the most skeptical.

Dataset comprising of 794 respondents that we have utilized in our calculations and analyses.

This data were used to analyse and understanding the effects of social media marketing on customers’ bank loyalty in Jordan. We find the following: This study used customers’ experiences to assess the role of social media marketing (SMM) efforts in increasing online customer-based loyalty in the banking sector in Jordan, and using the two main components of the TAM model, perceived the ease of use and perceived usefulness, to understand the relationship. Data were gathered through an online survey with 329 respondents through online banking services in Jordan. A test of the structural equation model (SEM) indicated that perceived usefulness strongly affects electronic word of mouth (EWM), informativeness (INF), and social media features (SMF); and perceived ease of use is indirectly linked to these factors. Behavioral in-tention is strongly affected by both the perceived usefulness and the ease of use of online banking services. Based on the self-proposed model, e-marketing has impacted customers’ bank loyalty regarding its online services, and the role of social media marketing has remained very important to enhancing customer-based loyalty. This study contributes to the literature by integrating SMF, EWM, and INF in a single framework. It also provides managerial implications and guides for scholars, managers, and practitioners in e-marketing to use customers’ experience to increase customer loyalty. Further research and suggestions are offered.

This dataset was collected through an online survey. It includes variables such as sex (sex), age (age), movie viewed by respondents (movie), actor appeared in the movie (actor), positive WOM generation (pwom), negative WOM generation (nwom), self-enhancement (enh), self-affirmation (aff), social comparison (com), helping others (hlp), and satisfaction (sat). The survey was conducted in November 2023. The participants were 143 Japanese consumers aged between 18 and 59. Of these, 65.0% were male and 35.0% were female. In terms of age groups, 20.3% were aged 18-29, 27.3% were aged 30-39, 22.4% were aged 40-49, and 30.1% were aged 50-59. Respondents were asked to select one of the eight movies that were screened in Japan between July and October 2023 to answer questions about their WOM generation behaviors regarding the movie. The dependent variables, positive e-WOM generation and negative e-WOM generation, were measured with each one item; “After watching the movie, I posted positive comments about the movie on a word-of-mouth website.” (7 = strongly agree, 1 = strongly disagree), and “After watching the movie, I posted negative comments about the movie on a word-of-mouth website.” (7 = strongly agree, 1 = strongly disagree), respectively. Other variables were also measured using seven-point scales.

Rachmad, Yoesoep Edhie. 2023. Trust-Based Marketing Theory. Antalya Kaleiçi Kitap Yayıncılığı, Özel Baskı 2023. https://doi.org/10.17605/osf.io/yfjxw

The Trust-Based Marketing Theory, formulated by Yoesoep Edhie Rachmad and published in 2023 through Antalya Kaleiçi Kitap Yayıncılığı in a special edition, offers an in-depth look at the pivotal role of trust in the marketing field. Starting his research in 2016, Rachmad set out to understand and delineate the dynamics of how trust influences consumer behavior and the effectiveness of marketing strategies. Background The genesis of the Trust-Based Marketing Theory is situated in the evolving landscape of consumer relations and digital marketing, where traditional advertising has often fallen short in engaging skeptical consumers. As digital interactions and online transactions have become more prevalent, Rachmad recognized a growing demand for authenticity and transparency from brands. This shift led him to explore how building and maintaining trust can fundamentally alter the trajectory of marketing efforts and brand loyalty. Definition of the Theory The Trust-Based Marketing Theory defines trust as the foundational element in the relationship between consumers and brands. It posits that trust is not merely a by-product of successful marketing but a critical, strategic tool that needs to be cultivated and leveraged. According to the theory, trust is established through consistent, honest communication, the delivery of promises, and the demonstration of brand values that resonate with consumers on a personal level. This trust not only enhances customer retention but also encourages word-of-mouth promotion, which is one of the most effective forms of marketing. Conclusions Rachmad concludes that in an era marked by information overload and skepticism towards advertising, trust is more crucial than ever. He suggests that brands that invest in building genuine relationships with their customers can achieve a significant competitive advantage. Trust-based marketing strategies should focus on transparency, customer engagement, and authenticity in brand messaging. Furthermore, such strategies need to be integrated across all customer touchpoints to create a cohesive and trustworthy brand experience. In addition, Rachmad emphasizes the importance of responsiveness and accountability in fostering trust. Brands that actively listen to their customers and adapt based on feedback are more likely to maintain high levels of trust. He advises companies to utilize customer data responsibly and to be transparent about data use, as privacy concerns are central to trust in the digital age. In summary, Yoesoep Edhie Rachmad's Trust-Based Marketing Theory underscores trust as the cornerstone of effective marketing in the 21st century. By adhering to principles of honesty, transparency, and customer focus, brands can navigate the complex consumer landscape more successfully, leading to greater loyalty and sustainable business growth.   Table of Contents Rachmad, Yoesoep Edhie. 2023. "Trust-Based Marketing Theory." Antalya Kaleiçi Kitap Yayıncılığı, Özel Baskı 2023. [DOI: https://doi.org/10.17605/osf.io/yfjxw]

Chapter 1: Introduction to Trust-Based Marketing The Evolution of Consumer Trust........................................3 Marketing in a Skeptical Digital Era...................................19 Trust as a Strategic Tool in Modern Marketing........................35 Chapter 2: Foundations of Trust-Based Marketing Theory Defining Trust in the Marketing Context...............................51 Historical Perspectives on Trust in Consumer Relations..............67 The Shift from Traditional Advertising to Trust-Centric Approaches..83 Chapter 3: Building Trust with Consumers Consistent and Honest Communication..................................99 Delivering on Promises: The Core of Trust............................115 Cultivating Brand Values that Resonate................................131 Chapter 4: The Role of Authenticity in Marketing The Power of Transparent Branding....................................147 Case Studies: Brands that Have Earned Trust through Authenticity....163 Balancing Honesty and Marketing Goals.................................179 Chapter 5: The Impact of Trust on Consumer Behavior Trust and its Influence on Purchase Decisions........................195 The Role of Trust in Customer Retention................................211 Word-of-Mouth Promotion: Leveraging Customer Advocacy........227 Chapter 6: Integrating Trust into Marketing Strategies Developing a Trust-Centric Marketing Plan.............................243 Aligning Brand Messaging Across All Channels........................259 Measuring Trust: Key Metrics and Indicators..........................275 Chapter 7: The Challenges of Building Trust in the Digital Age Overcoming Skepticism towards Digital Advertising....................291 Handling Privacy Concerns and Data Transparency.....................307 Addressing Misinformation and Negative Publicity.....................323 Chapter 8: Case Studies in Trust-Based Marketing Global Brands that Have Mastered Trust-Centric Strategies...........339 Startups Leveraging Trust to Disrupt Traditional Markets.............355 Failed Campaigns: Learning from Trust Breakdowns....................371 Chapter 9: The Future of Trust in Marketing Evolving Consumer Expectations in the Age of Information...........387 The Role of Artificial Intelligence in Building and Maintaining Trust....403 Adapting Trust-Based Strategies for Emerging Markets................419

Appendices Appendix A: Trust Metrics and Measurement Tools......................435 Appendix B: Glossary of Trust-Based Marketing Terms...................451 Appendix C: Additional Case Studies and Brand Examples...............467 References Comprehensive List of References and Further Reading...................483 Index Index of Key Concepts, Brands, and Marketing Techniques..............499

AUTHOR PROFILE In 2016, the author earned the title of Doctor of Humanity, hold a Ph.D. in Information Technology and a DBA in General Management. Since 2016, the author has been teaching at international universities in Malaysia, Singapore, Thailand, and the USA. In 1999, the author founded the Education Training Centre (ETC), an organization dedicated to providing educational services and social support for the underprivileged. This organization offers shelter homes for children in need of a safe place to live and drop-in schools for those who need to continue their education. The ETC is also involved in research aimed at advancing science, which led to the author earning the title of Professor and joining the WPF. Additionally, the author is actively involved in global social development programs through the United Nations. They are a member of the UN Global Compact (id-137635), the UN Global Market (id-709131), and the UN ECOSOC (id-677556). The author has served as a reviewer for several international journals and book chapters, and has written numerous books and articles on a wide range of topics including Philosophy, Economics, Management, Arts and Culture, Anthropology, Law, Psychology, Education, Sociology, Health, Technology, Tourism, and Communication.

As of the third quarter of 2024, approximately **** percent of internet users surveyed in Germany reported discovering new brands on search engines. TV ads and word-of-mouth (WOM) followed, with reaches surpassing ** percent as well.

Subscription Box Market Outlook

According to our latest research, the global Subscription Box market size reached USD 32.9 billion in 2024, driven by the growing consumer appetite for personalized products and convenient shopping experiences. The market is exhibiting robust momentum, registering a CAGR of 18.4% from 2025 to 2033. By the end of 2033, the global Subscription Box market is projected to achieve a value of USD 128.9 billion. This remarkable growth trajectory is primarily fueled by evolving consumer preferences, digital transformation in retail, and the proliferation of e-commerce platforms, as per our latest in-depth analysis.

One of the key growth factors propelling the Subscription Box market is the increasing demand for convenience and personalization among consumers. In an era where time is a premium commodity, subscription boxes offer a hassle-free solution for discovering and receiving curated products tailored to individual preferences. The ability to customize selections, coupled with the element of surprise and delight, has significantly enhanced user engagement and retention rates. Additionally, the rise of social media influencers and unboxing experiences has amplified the allure of subscription services, encouraging word-of-mouth marketing and organic brand advocacy. As consumers continue to seek unique and value-driven offerings, brands are leveraging data analytics and artificial intelligence to refine their subscription models, further driving market expansion.

Another critical growth driver for the Subscription Box market is the rapid digitalization and expansion of e-commerce infrastructure. The integration of advanced technologies such as machine learning, predictive analytics, and automation has streamlined the subscription management process, from customer acquisition to product fulfillment. This technological evolution has enabled brands to scale their operations efficiently while maintaining high levels of customer satisfaction. Moreover, the subscription model provides businesses with predictable revenue streams and valuable insights into consumer behavior, empowering them to innovate and adapt to shifting market trends. The proliferation of mobile devices and secure payment gateways has also made it easier for consumers to subscribe, manage, and modify their preferences seamlessly.

The Subscription Box market is also benefiting from the diversification of offerings across various segments, including beauty and personal care, food and beverages, fashion and apparel, books and media, kids and baby, and pet products. Each segment caters to distinct consumer demographics and lifestyle needs, broadening the market’s appeal and reach. For instance, the food and beverages segment has witnessed a surge in demand for meal kits and specialty snacks, while beauty and personal care boxes continue to attract consumers seeking the latest trends and premium samples. This diversification not only mitigates risks associated with market saturation but also fosters innovation in product curation, packaging, and delivery. As brands continue to explore untapped niches and expand their portfolios, the Subscription Box market is poised for sustained growth.

From a regional perspective, North America remains the largest market for subscription boxes, accounting for a substantial share of global revenues in 2024. The region's mature e-commerce ecosystem, high internet penetration, and strong consumer purchasing power have created a fertile environment for subscription-based services. Europe follows closely, driven by evolving consumer habits and a growing emphasis on sustainability and ethical sourcing. Meanwhile, the Asia Pacific region is emerging as a high-growth market, fueled by a burgeoning middle class, increasing disposable incomes, and rapid digital adoption. As market players continue to invest in localization strategies and forge strategic partnerships, regional dynamics are expected to play a pivotal role in shaping the future of the Subscription Box market.

Type Analysis

During a 2021 survey carried out among business leaders from Sweden, ** percent of respondents stated they believed word-of-mouth was the most effective marketing channel when it came to building strong brands. Among top management respondents, the share stood at ** percent.

During a 2021 survey, ** percent of responding consumers from Ireland stated they always took action because of recommendations from friends (word of mouth) they received. Another ** percent sometimes took action on such recommendations.

Recent research on Social Media Marketing Activities (SMMA) in the airline industry emphasizes on areas of brand equity, but some research has looked into the function of brand equity in determining the impact of SMMAs on customers. This study aims to find out how service users and followers of Airline's Instagram social media profiles respond to SMMA, brand awareness, brand image, e-WOM and commitment. The data collection method in this study was done by distributing questionnaires to respondents as many as 386 service users and followers of the airline on Instagram social media. This study used Partial Least Square Structural Equation Model (PLS-SEM) to analyze data. Based on hypothesis testing, this study shows that SMMA has a significant positive effect on brand awareness and brand image. Furthermore, this study also reveals that brand awareness and brand image have significant positive effects on e-WOM and Batik Air airline commitment.

The purpose of this dataset is to investigate a comprehensive model of user satisfaction and electronic word-of-mouth (e-WOM). The data was collected through a self-administered questionnaire at Girne American University in the Turkish Republic of North Cyprus (TRNC). The dataset was empirically evaluated using a survey of 500 respondents about their perceptions of the service provided by the mobile telecom operator.

Wardah as a local brand, offers a variety of sunscreen products to protect the skin from the sun and pollution. Wardah utilizes diverse marketing strategies, including electronic word of mouth, which includes customer reviews and influencer endorsement. However, data from the Top Brand survey indicates a decline in the brand index in the sunblock cream subcategory in the years 2022-2023. Therefore, this research is conducted to understand the influence of Wardah's marketing, whether through influencer endorsement or customer reviews, on the purchase intention of Wardah sunscreen, with the moderating variable of trust in this relationship. The population in this study consists of consumers who are aware of and have an interest in Wardah sunscreen products. The sampling technique employed is non-probability sampling, specifically utilizing the purposive sampling method. All collected data are analyzed using SEM-PLS with Smart-PLS. It was found that customer reviews have a positive and significant influence on the purchase intention of Wardah sunscreen products. Meanwhile, influencer endorsement does not have a significant positive influence on the purchase intention of Wardah sunscreen products. Trust, whether in influencer endorsement or customer reviews, does not exhibit a moderating impact but has a direct influence.

This study analyses the effects of social media marketing characteristics and consumer attitudes on electronic word of mouth (eWOM) responses in the banking industry. A survey was conducted with a total of 416 customers who used social media accounts that are managed by companies within the banking sector; the collected data were then analysed using structural equation modelling. The results showed that banking Social media marketing characteristics (including interactivity, informativeness, and entertainment) have significant effects on eWOM. The results also demonstrated that customer attitudes significantly affect eWOM. It is expected that the results of this study may be used as fundamental data in the development of banking sector Social media marketing characteristics and attitude strategies, particularly by investigating the relative importance of each Social media marketing characteristics component.

Rachmad, Yoesoep Edhie. 2023. Brand Awareness and Loyalty Theory. Sunshine Coast Beach Book Publishing, Special Edition 2023. https://doi.org/10.17605/osf.io/7syq8

The Brand Awareness and Loyalty Theory, developed by Yoesoep Edhie Rachmad and published in his 2023 book "Sunshine Coast Beach Book Publishing, Special Edition," examines the interconnected dynamics between brand awareness and consumer loyalty, highlighting strategies for enhancing both to achieve long-term business success. Initiated in 2016, Rachmad’s research investigates the processes through which a brand can not only capture but also retain consumer attention in a saturated market. This theory was formulated against the backdrop of the digital marketing revolution, where consumers are inundated with choices and messages. Rachmad identifies that while brand awareness is the initial step towards attracting consumer interest, it is the cultivation of deep loyalty that ensures sustainable business growth. The Brand Awareness and Loyalty Theory posits that effective brand management must seamlessly integrate strategies for enhancing both awareness and loyalty. Brand awareness is the degree to which consumers are familiar with the qualities or image of a particular brand's goods or services. It serves as the foundation for developing brand loyalty, which refers to a consumer's consistent preference for one brand over all others, often reflected in repeated purchases and positive word-of-mouth. Rachmad concludes that the key to converting awareness into loyalty involves consistent and meaningful engagement with consumers. He stresses the importance of maintaining a strong, recognizable brand identity across all marketing channels and creating value that resonates with the target audience beyond the product or service itself. He suggests implementing personalized marketing strategies that address individual consumer needs and preferences, thereby deepening the emotional connection with the brand. Moreover, Rachmad emphasizes the role of customer service and quality assurance in reinforcing brand loyalty; consumers are more likely to remain loyal to a brand that consistently delivers high-quality experiences and resolves issues effectively. The theory also advises ongoing evaluation and adaptation of marketing strategies based on consumer feedback and market trends. This adaptability ensures that the brand remains relevant and continues to meet the evolving needs of its consumer base. Overall, the Brand Awareness and Loyalty Theory provides a comprehensive framework for businesses aiming to thrive in competitive environments. It highlights the necessity of not just attracting consumers through awareness but more importantly, retaining them through strategic loyalty-building initiatives. This approach ensures that brands not only survive but prosper by fostering lasting relationships with their customers.   Table of Contents Rachmad, Yoesoep Edhie. 2023. "Brand Awareness and Loyalty Theory." Sunshine Coast Beach Book Publishing, Special Edition. [DOI: https://doi.org/10.17605/osf.io/7syq8]

Chapter 1: Introduction to Brand Awareness and Loyalty Understanding Brand Dynamics.......................3 The Role of Awareness in Consumer Choice...........19 Bridging the Gap Between Awareness and Loyalty.....35 Chapter 2: The Fundamentals of Brand Awareness Defining Brand Awareness and Its Levels............53 Building Awareness in a Saturated Market...........69 The Impact of Digital Marketing on Awareness.......85 Chapter 3: Strategies for Enhancing Brand Loyalty From Awareness to Commitment.....................103 Personalized Marketing for Deeper Engagement.....121 Creating Emotional Connections with Consumers....137 Chapter 4: Consistency in Brand Identity and Messaging Maintaining a Strong Brand Presence..............153 Navigating Multiple Channels Seamlessly..........171 The Power of a Unified Brand Voice...............189 Chapter 5: The Role of Customer Service and Quality Assurance Reinforcing Loyalty Through Service Excellence...207 Resolving Issues as Opportunities for Growth.....223 The Impact of Quality Assurance on Retention.....239 Chapter 6: Case Studies on Brand Awareness and Loyalty Success Learning from Leading Global Brands..............257 Small Brands Making a Big Impact.................275 Turning Challenges into Brand-Strengthening Moments...293 Chapter 7: Measuring Brand Awareness and Loyalty Key Metrics for Tracking Brand Performance.......311 Utilizing Customer Feedback for Improvement......329 Adapting Strategies Based on Market Trends.......347 Chapter 8: Integrating Awareness and Loyalty Strategies Aligning Marketing Efforts Across Campaigns......365 Holistic Approaches to Brand Development.........383 Overcoming Common Barriers to Integration........401 Chapter 9: Future Trends in Brand Awareness and Loyalty The Evolving Role of Technology in Brand Strategy....419 Sustainable Branding as a Path to Loyalty........437 Emerging Consumer Expectations...................455

Appendices Appendix A: Brand Audit Checklist..................473 Appendix B: Sample Loyalty Program Design..........489 Appendix C: Tools for Monitoring Brand Performance...505 References Comprehensive Bibliography on Brand Awareness and Loyalty.....521 Index Detailed Index of Terms and Key Concepts.................539

AUTHOR PROFILE
In 2016, the author earned the title of Doctor of Humanity, hold a Ph.D. in Information Technology and a DBA in General Management. Since 2016, the author has been teaching at international universities in Malaysia, Singapore, Thailand, and the USA. In 1999, the author founded the Education Training Centre (ETC), an organization dedicated to providing educational services and social support for the underprivileged. This organization offers shelter homes for children in need of a safe place to live and drop-in schools for those who need to continue their education. The ETC is also involved in research aimed at advancing science, which led to the author earning the title of Professor and joining the WPF. Additionally, the author is actively involved in global social development programs through the United Nations. They are a member of the UN Global Compact (id-137635), the UN Global Market (id-709131), and the UN ECOSOC (id-677556). The author has served as a reviewer for several international journals and book chapters, and has written numerous books and articles on a wide range of topics including Philosophy, Economics, Management, Arts and Culture, Anthropology, Law, Psychology, Education, Sociology, Health, Technology, Tourism, and Communication.

Rachmad, Yoesoep Edhie. 2023. Influence-Driven Consumption Theory. Tangier Qasbah Kitab Tanbit, Tanbit Khas 2023. https://doi.org/10.17605/osf.io/n5cv2

The Influence-Driven Consumption Theory, developed by Yoesoep Edhie Rachmad and outlined in his 2023 publication "Tangier Qasbah Kitab Tanbit, Tanbit Khas," explores the dynamics of how social influence shapes consumer behavior, particularly in the context of modern digital environments. Rachmad's research, which he began in 2016, delves into the ways in which consumer choices are increasingly driven by social networks, influencers, and online communities. This theory emerges from the understanding that in the digital age, consumers are not isolated decision-makers. Instead, they are embedded in social networks that provide continuous streams of information and opinion that significantly shape their purchasing behaviors. Rachmad observed that this influence is not merely incidental but a fundamental component of how products and services are marketed and consumed in contemporary society. The Influence-Driven Consumption Theory posits that social influence operates through various mechanisms, including direct recommendations from friends and family, the persuasive power of influencers on platforms like Instagram and YouTube, and through more subtle cues like the popularity and ratings of products on e-commerce sites. These influences combine to form a powerful force that can drive consumer decisions more effectively than traditional advertising. Rachmad concludes that understanding the pathways and effects of social influence is crucial for businesses looking to effectively market their products. He suggests that marketers should focus on creating strategies that harness the power of social influence, such as developing strong relationships with key influencers, encouraging social sharing and reviews, and using social proof as a central component of marketing campaigns. He recommends that companies invest in analytics to better understand the social dynamics of their target markets and tailor their marketing efforts to leverage these insights. Additionally, Rachmad emphasizes the importance of authenticity and trustworthiness, noting that consumers are increasingly savvy about influence tactics and will reject efforts that seem disingenuous. Overall, the Influence-Driven Consumption Theory provides a sophisticated framework for understanding the increasingly complex web of influences that affect consumer purchases. It offers critical insights for marketers aiming to adapt to the realities of a marketplace where decisions are deeply interwoven with social context and where influence is a key currency.   Table of Contents Rachmad, Yoesoep Edhie. 2023. "Influence-Driven Consumption Theory." Tangier Qasbah Kitab Tanbit, Tanbit Khas. [DOI: https://doi.org/10.17605/osf.io/n5cv2]

Chapter 1: Introduction to Influence-Driven Consumption Understanding the Impact of Social Influence...............3 From Individual to Social Decision-Making................19 The Evolution of Digital Influence...............................35 Chapter 2: Foundations of the Theory Defining Social Influence in Modern Consumption........53 Key Concepts and Mechanisms..................................71 Historical Context and Evolution of Influence Tactics...89 Chapter 3: Mechanisms of Social Influence Direct Recommendations and Word-of-Mouth..............107 Influencer Marketing on Social Media Platforms.............123 Social Proof and the Role of Ratings and Reviews...........141 Chapter 4: The Digital Environment and Social Influence The Rise of Online Communities.................................159 How Social Media Shapes Consumer Perceptions...........175 E-commerce as a Platform for Influence........................193 Chapter 5: The Psychology Behind Influence-Driven Consumption Cognitive Biases in Social Decision-Making..................211 The Power of Trust and Authority................................227 Emotional Triggers in Online and Offline Influence...........243 Chapter 6: Influence Strategies for Marketers Building Strong Relationships with Key Influencers........261 Utilizing User-Generated Content for Authentic Marketing....279 Incorporating Social Proof in Advertising Campaigns.........297 Chapter 7: Analytics and Measuring Social Influence Tracking Consumer Interactions and Influencer Impact.....315 Leveraging Big Data for Insights on Social Dynamics.........333 Using Sentiment Analysis to Gauge Consumer Opinion.......349 Chapter 8: Challenges and Ethical Considerations Navigating Authenticity in the Age of Social Influence.......367 The Risks of Overusing Influencer Marketing...................385 Dealing with Fake Reviews and Manipulated Social Proof...403 Chapter 9: Case Studies in Influence-Driven Consumption Successful Campaigns Utilizing Social Influence..............421 Lessons from Failed Attempts at Harnessing Influence.......439 Industry-Specific Examples: Fashion, Technology, and Food...457 Chapter 10: The Future of Influence-Driven Consumption Emerging Trends in Social Influence and Consumer Behavior...475 The Evolving Role of AI in Predicting Consumer Trends......493 Integrating New Technologies for Enhanced Influence Marketing...511

Appendices Appendix A: Glossary of Key Terms and Concepts....................529 Appendix B: Methodologies for Measuring Social Influence........543 Appendix C: Tools and Software for Analyzing Social Networks....557 References Citations and Influential Works in the Field...........................571 Index Comprehensive Index of Topics Covered...................................589

AUTHOR PROFILE
In 2016, the author earned the title of Doctor of Humanity, hold a Ph.D. in Information Technology and a DBA in General Management. Since 2016, the author has been teaching at international universities in Malaysia, Singapore, Thailand, and the USA. In 1999, the author founded the Education Training Centre (ETC), an organization dedicated to providing educational services and social support for the underprivileged. This organization offers shelter homes for children in need of a safe place to live and drop-in schools for those who need to continue their education. The ETC is also involved in research aimed at advancing science, which led to the author earning the title of Professor and joining the WPF. Additionally, the author is actively involved in global social development programs through the United Nations. They are a member of the UN Global Compact (id-137635), the UN Global Market (id-709131), and the UN ECOSOC (id-677556). The author has served as a reviewer for several international journals and book chapters, and has written numerous books and articles on a wide range of topics including Philosophy, Economics, Management, Arts and Culture, Anthropology, Law, Psychology, Education, Sociology, Health, Technology, Tourism, and Communication.

A variety of approaches to reducing the environmental impact of food production and consumption are being explored including technological solutions, such as food produced via biotechnological processes. However, the development of these technologies requires significant upfront investment and consumer acceptance is not guaranteed. The purpose of this research is to develop a system dynamics model to forecast demand, under multiple marketing and quality scenarios, for foods produced via novel technologies, using cellular agriculture as a case study. The model considers consumer heterogeneity, product awareness, word of mouth marketing (WOM), in-store marketing options, pricing options and product utility to estimate diffusion rates and market penetration. To our knowledge, there is no demand forecasting model available for food produced via novel technologies which relies on purchase intention data and incorporates all these factors. Therefore, this research closes a critical gap for that industry. Ultimately, the model shows that price and the consumers’ utility for the product drives the final demand regardless of marketing scenario. Further, the rate of diffusion was highest when product samples are provided in store for all scenarios except when product utility is low and the product price is high. Model results suggest that market saturation was reached within the 32-week trial period when the price of the cellular agriculture product was the same as a traditional product but not when the price was double that of traditional meat. Given the lack of available trial data, the model scenarios should be considered a prior probability which should be refined as more data becomes available.