Consumer Behavior: Research Area — Prolific Citations Library

Discover 9 peer-reviewed studies in Consumer Behavior (2022–2025). Explore research findings powered by Prolific's diverse participant panel.

This page lists 9 peer-reviewed papers in the research area of Consumer Behavior in the Prolific Citations Library, a curated collection of research powered by high-quality human data from Prolific.

Papers (9 of 9)

The more followers the better? The impact of food influencers on consumer behaviour in the social media context

Authors: A Misra, TD Dinh, SY Ewe

Year: 2025

Published in: British Food Journal, 2024 - emerald.com

Institution: Monash University

Research Area: Consumer Behavior, Social Media Marketing

Discipline: Marketing

The study found that the number of followers and content type of food influencers significantly shape consumer behavior in the social media context, highlighting their role in effective marketing strategies for the food industry.

Methods: Quantitative analysis examining the relationship between influencers' follower counts, content type, and consumer reactions using social media data.

Key Findings: Influencer follower count, type of content communicated by influencers, consumer behavior influenced by these variables.

DOI: https://doi.org/10.1108/BFJ-01-2024-0096

Citations: 30
Consumer engagement with brands' COVID-19 messaging on social media: the role of perceived brand-social issue fit and brand opportunism

Authors: J Mundel, J Yang

Year: 2025

Published in: Journal of Interactive Advertising, 2021 - Taylor & Francis

Institution: Arizona State University, Loyola University

Research Area: Consumer Behavior, Social Media Marketing, COVID-19 Studies

Discipline: Marketing, Social Sciences

Brands with strong perceived fit between their products and COVID-19 messaging showed higher consumer engagement and positive attitudes, while those with lower perceived fit faced negative evaluations due to perceptions of opportunism.

Methods: Analyzed consumer responses to Instagram ads using perceived brand-social issue fit as a determinant of ad evaluations, brand attitudes, and engagement intentions.

Key Findings: Consumer responses, ad evaluations, brand attitudes, engagement intentions, and perceived brand opportunism based on fit between product type and COVID-19 messaging.

DOI: https://www.tandfonline.com/doi/abs/10.1080/15252019.2021.1958274#

Citations: 29
Authentic Warmth in These Uncertain Times": The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses

Authors: J Yang, M Jiang, T Kim

Year: 2025

Published in: Journal of Promotion Management, 2023 - Taylor & Francis

Institution: Jing Yang is affiliated with Shanghai University of Finance and Economics, Mengtian Jiang is affiliated with the University of Kentucky, and Taewan Kim is affiliated with Bowling Green State University. Shanghai University of Finance and Economics, University of Kentucky, Bowling Green State University

Research Area: Marketing, Consumer Behavior, Advertising, Brand Management

Discipline: Marketing

Authentic COVID-19 advertisements were found to enhance consumers' perceptions of brand warmth, which consequently improved brand attitudes and engagement intentions through positively valenced emotional responses.

Methods: An online survey was used to gather consumer evaluations of COVID-19 video advertisements published between March and August 2020, with serial mediation analysis applied to understand emotional and perceptional mechanisms.

Key Findings: The relationship between perceived message authenticity in COVID-19 ads, brand warmth, emotional responses, brand attitudes, and engagement intentions.

DOI: https://www.tandfonline.com/doi/abs/10.1080/10496491.2022.2143988#

Citations: 9
A matter of identity: Promoting plant-based food among meat-eaters through a common identity priming

Authors: C Donato, L Monsurrò, M Di Cioccio

Year: 2024

Published in: Science Direct

Institution: G. D'Annunzio University, Luiss Guido Carli University, University of Modena and Reggio Emilia

Research Area: Consumer Behavior, Social Psychology, Retailing

Discipline: Social Psychology, Consumer Behavior

Meat-eaters are more inclined to purchase plant-based food when primed with a common identity rather than a vegan identity, reducing identity threat and enhancing sustainability efforts.

Methods: Four experimental studies utilizing identity-based interventions to influence food choices among meat-eaters.

Key Findings: The impact of identity priming (common vs. vegan) on meat-eaters' willingness to buy plant-based food.

Citations: 13
Personalization-privacy paradox in social media ads: Role of consumer-brand relationships

Authors: G Lee, JY Huh, HY Kim

Year: 2024

Published in: International Textile and Apparel ..., 2024 - iastatedigitalpress.com

Institution: University of Minnesota, Texas Tech University

Research Area: Marketing, Consumer Behavior

Discipline: Textile, Apparel Studies, Marketing, Social Science

DOI: https://doi.org/10.31274/itaa.17436

Citations: 2
Examining the moderating role of online celebrity trustworthiness and risk propensity in UTAUT2 framework: A mixed-method approach

Authors: Ruturaj Baber, Prerana Baber, Sumit Narula

Year: 2024

Published in: Science Direct

Institution: Amity University Haryana, Christ University, Jiwaji University

Research Area: Online Celebrity Influence, Technology Acceptance (UTAUT2), Consumer Behavior

Discipline: Information Systems, Behavioral Science, Marketing
The Effect of Exchanged Benefits and Information Collection Method in Social Media Advertisements

Authors: S Kwon

Year: 2023

Published in: 2024 - search.proquest.com

Research Area: Social Media Advertising, Consumer Behavior, Information Collection

Discipline: Social Science
How and when personalized advertising leads to brand attitude, click, and WOM intention

Authors: F De Keyzer, N Dens, P De Pelsmacker

Year: 2022

Published in: Journal of Advertising, 2022 - Taylor & Francis

Institution: Erasmus University Rotterdam

Research Area: Personalized advertising, Consumer behavior, Brand attitude, Word-of-mouth (WOM) intention

Discipline: Marketing

DOI: https://www.tandfonline.com/doi/abs/10.1080/00913367.2021.1888339%4010.1080/tfocoll.2024.0.issue-AAA-most-influential-articles-in-2022

Citations: 189
Consumer response to online behavioral advertising in a social media context: The role of perceived ad complicity

Authors: T Ghanbarpour, E Sahabeh

Year: 2022

Published in: Psychology & ..., 2022 - Wiley Online Library

Research Area: Online Behavioral Advertising, Social Media Marketing, Consumer Behavior in Digital Environments

Discipline: Marketing, Consumer Behavior, Social Media Studies

DOI: https://doi.org/10.1002/mar.21703

Citations: 31