Percorrer por autor "Kuslys, Marius"
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- The effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industryPublication . Venciute, Dominyka; Kazukauskaite, Migle; Correia, Ricardo; Kuslys, Marius; Vaiciukynas, EvaldasPurpose The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing. Design/methodology/approach A cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire. Findings The research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption. Research limitations/implications The implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products. Practical implications Before promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions. Originality/value The study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.
- The effect of self-confidence in the relationship between influencer marketing and willingness to buyPublication . Venciute, Dominyka; Correia, Ricardo; Kudzmanaite, Agne; Kuslys, MariusOver the last years, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or strengthen their image. Influencers, whether associated or not to brands, have the power to influence consumer behaviour. But how does this influence happen? And are all customers influenced in the same way? This research aims to answer these questions and clarify the relationship between influencer marketing and consumer behaviour. Specifically, we study the impact that intention to engage, propensity to trust and perceived value has on willingness to buy regarding influencers’ posted content. The findings also reveal that for people with higher self-confidence the impact of perceived value of an influencer’s posted content and willingness to buy is higher. The study provides managerial insights that may be beneficial for marketing practitioners to adjust their influencer marketing strategy.
- The effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industryPublication . Venciute, Dominyka; Kazukauskaite, Migle; Correia, Ricardo; Kuslys, Marius; Vaiciukynas, EvaldasPurpose – The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing. Design/methodology/approach – A cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire. Findings – The research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption. Research limitations/implications – The implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products. Practical implications – Before promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions. Originality/value – The study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.
- The role of influencer-follower congruence in the relationship between influencer marketing and purchase behaviourPublication . Venciute, Dominyka; Mackeviciene, Ieva; Kuslys, Marius; Correia, RicardoOver the last decade, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or image strength. Since consumers prefer brands and companies whose image is congruent with their actual or ideal self, we could expect that consumers tend to prefer influencers whom they can compare themselves with. Therefore, congruence between consumer and influencer is imperative in influ- encer marketing and may indicate whether the influencer will be able to promote products to the target audience in an appealing way. Using a quantitative empirical study, we surveyed more than 7500 individuals measuring how they perceive a specific influencer’s credibility, content usefulness, congruence, and purchase behaviour. The results suggest that if there is a congruence between an influencer and the follower, the impact of the influencer’s experience and its content usefulness on purchase behaviour is stronger.