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O iginal A icle
Explo ing he Impac o Digi al Ma ke ing Channels on Pu chase In en ions
o He bal Cosme ics: E idence om U ban Consume s in Pune
Ms. Madhu i Subhash Pa il1, D . Apu a Jain2 & D . Shi anand Sanma h3
1Resea ch Schola , Depa men o Managemen
Paci ic Academy o Highe Educa ion and Resea ch Uni e si y, Udaipu , Rajas han, India
2Associa e P o esso , Depa men o Managemen
Paci ic Academy o Highe Educa ion and Resea ch Uni e si y, Udaipu , Rajas han, India
3P o esso , Depa men o Managemen
Ami y Uni e si y, Gwalio , Madhya P adesh, India
Manusc ip ID:
y j-140303
Abs ac :
The explosi e g ow h o digi al echnologies has shi ed
consume ma ke s, and he bal cosme ics a e one o he b igh es
segmen s ha a e p omo ed by he inc easing heal h awa eness and
sus ainabili y conce ns. This pape discusses how digi al ma ke ing
channels a ec pu chase in en ion o he bal cosme ics among he
u ban popula ion in Pune, India. A s a i ied andom sample was used
o sample 400 esponden s who we e selec ed using a s uc u ed
ques ionnai e in he a ious ci y zones. The measu emen o
cons uc s (digi al ma ke ing exposu e, oppo uni ies, challenges,
awa eness, a i ude, consume buying beha io , and pu chase
in en ion) was conduc ed on a i e-poin Like scale. Reliabili y
analysis con i med high in e nal consis ency (C onbach’s Alpha >
0.85), while alidi y es s (CR and AVE) suppo ed cons uc
obus ness. Reg ession esul s e ealed ha digi al ma ke ing
signi ican ly in luences bo h oppo uni ies (β = 0.68, p < 0.001) and
challenges (β = 0.58, p < 0.001). Oppo uni ies posi i ely a ec ed
consume buying beha io (β = 0.70), whe eas challenges had a
nega i e e ec (β = -0.53). Buying beha io s ongly p edic ed
pu chase in en ion (β = 0.79), con i ming he media ing ole o digi al
exposu e.
Keywo ds: Digi al Ma ke ing, He bal Cosme ics, Consume Buying
Beha io , Pu chase In en ion, Oppo uni ies and Challenges, Social
Media Ma ke ing.
ISSN: 2277-7911
Impac Fac o – 5.958
Volume 14
Issue 3
July-Augus -Sep .- 2025
Pp. 30-39
Submi ed:
7 July 2025
Re ised:
19 July 2025
Accep ed:
26 July 2025
Published:
10 Sep . 2025
Co esponding Au ho :
Ms. Madhu i Subhash Pa il
Quick Response Code:
Web. h ps://y a.ijaa .co.in/
DOI:
10.5281/zenodo.17285981
DOI Link:
h ps://doi.o g/10.5281/ze
nodo.17285981
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How o ci e his a icle:
Ms. Madhu i Subhash Pa il, D . Apu a Jain, D . Shi anand Sanma h
(2025).
Explo ing he Impac o
Digi al Ma ke ing Channels on Pu chase In en ions o He bal Cosme ics: E idence om U ban
Consume s in Pune
.
Young esea che , 14(3), 30–39. h ps://doi.o g/ 10.5281/zenodo.17285981
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31
In oduc ion:
In he digi al economy oday,
ma ke ing has aken a pa adigm shi gi en
he adi ional modes o ma ke ing
including ele ision, p in and ou doo
ad e ising bu e y in e ac i e and
a ge ed digi al ma ke ing modes. Social
ne wo ks, online s o es, in luence -c ea ed
con en , and online communi y a e now
majo con ac poin s o consume s. This
change is especially no iceable in consume
d i en indus ies like cosme ics whe e he
pe cep ions o consume s, hei aspi a ion
o use a b and due o hei li es yle, and he
b and au hen ici y play a majo ole in
de e mining hei buying in en ions. In his
a ea, he bal cosme ics ha e become one o
he apidly de eloping ca ego ies because
o inc eased heal h awa eness,
en i onmen al awa eness, and he need o
use chemically- ee p oduc s [19]. The
insigh s on how a ious digi al ma ke ing
pla o ms in luence he in en ions o
pu chase he he bal cosme ics a e
impo an o schola s and p ac i ione s in
pa icula in u ban a eas like Pune, an
example o a young and educa ed consume
popula ion wi h a high le el o digi iza ion.
1. Backg ound o he S udy:
The inc eased sp ead o digi al
echnologies has p o ided a business wi h
new oppo uni ies and challenges. The
digi al ma ke ing is bo h cos -e ec i e, as
well as pe sonalized, consume -sensi i e
and wo-way communica ion wi h he
consume s [12]. The digi al pla o ms
p o ide access o ins an in o ma ion, pee
e iews and in luence con en as opposed
o he adi ional app oaches, which has
ede ined how consume s make decisions
[6]. The digi al media ha e boos ed b and
de elopmen and exposu e in he cosme ics
indus y, u ilizing he social media
in luence s, e-comme ce campaigns, and
a ge ed ads. Digi al s o y elling has been
help ul o he bal cosme ics, especially
because i ocuses on na u al ing edien s,
sa e y, and eco- iendly posi ioning [13],
[19]. Ne e heless, digi al en i onmen s a e
equally p oblema ic, including
g eenwashing, (un)au hen ici y, consume
dis us [9], which can unde mine buying
in en ions unless handled in a s a egic way.
The ma ke in Indian ci ies,
speci ically in Pune, is an u ban consume
ha is on a e y speci ic niche, wi h a high
le el o in e ne pene a ion, g owing
disposable income, and he g owing in e es
in sus ainable li es yles. This cus ome
g oup is likely o be e y dependen on
digi al con en o disco e and buy p oduc s
[2]. The e o e, i will be app op ia e and
imely o explo e he impac o digi al
ma ke ing channels on hei in en ions o
pu chase he bal cosme ics.
2. He bal Cosme ics and Consume
Demand:
He bal cosme ics a e apidly gaining
a sha e o he wo ld and Indian cosme ic
ma ke , combining he ancien Ayu edic
and na u al ing edien expe ise wi h he
new b anding me hods. The consume s a e
p og essi ely iewing such p oduc s as
sa e , heal hie and en i onmen ally
iendly han he syn he ic ones [7], [14].
Resea ch has e ealed ha eco-
consciousness and awa eness o heal h a e
also a signi ican p edic o o posi i e
pu chase beha io o g een and he bal
p oduc s [15], [16]]. He bal b ands like he
Himalaya, Bio ique, Pa anjali, and Fo es
Essen ials ha e ound momen um in he
Indian ma ke , ollowing he pa e ns o
digi al oo p in , eaching younge
consume s in he u ban ma ke s h ough i s
ma ke ing e o s in he digi al sphe e,
whe e hey emphasize au hen ici y and
inno a ion. Ne e heless, he challenges o
compe i ion be ween domes ic and o eign
playe s a e also in ol ed, along wi h he
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si ua ion o alse and alse ad e isemen s,
which a e challenging o long- e m
consume con idence. [11], [20].
3. Digi al Ma ke ing Channels and
Pu chase In en ion:
The consume expe ience has
changed i s linea s uc u e such as AIDA
(A en ion–In e es -Desi e-Ac ion) model o
a mul i-s ep p ocess ha includes
awa eness, e alua ion, ial, and ad ocacy
[6]. Digi al ma ke ing channels a e
signi ican in his jou ney. Social Media
Ma ke ing: Ins ag am, YouTube, and
Facebook help a b and o communica e
wi h consume s by using highly in e ac i e
and isually ich con en ha is communi y-
d i en. I has been es ablished ha social
media campaigns ha e a s ong impac on
a i udes and pu chase in en ion [5], [18].
In luence Ma ke ing: Famous pe sonali ies
and mic o-in luence s in luence c edibili y
and ela abili y and a ec he in en ion and
consume us [18]. E-comme ce
Pla o ms: Online business ma ke s ease
bo h con enience and con es ing p ices in
addi ion o pee de ailing, which a ec
ul ima e buying beha io [6], [13]. Websi es
and Blogs: The e a e o icial b and websi es
and educa ional websi es, which enhance
consume awa eness and c ea e
anspa ency ega ding p oduc
o mula ion and sus ainabili y p ac ices [7].
The a i udes, subjec i e no ms and
pe cei ed beha io al con ol a ec
pu chase in en ion as pos ula ed in he
Theo y o Planned Beha io (TPB) [1].
These ac o s in he online space a e
condi ioned by he quali y o in o ma ion,
pee ecommenda ion, and pla o m
c edibili y. [8], [10].
Li e a u e Re iew:
Social media, e-comme ce,
in luence endo semen s, and online
communi ies ha e inc easingly become he
base o ma ke ing s a egies as a esul o
he apid de elopmen o digi al pla o ms,
which ha e ans o med consume ma ke s.
In his change, he cosme ics sec o has
expe ienced an inc eased use o digi al
means o gene a e awa eness, de elop us
and o mula e pu chase in en ions
especially in he he bal and g een cosme ics
ca ego y.
The heo y o planned beha io
(TPB) has been ex ensi ely accep ed o
desc ibe consume pu chase in en ions in
a ious si ua ions [1]. TBP sugges s ha an
in en ion o ac is de e mined by a i ude
owa ds beha io , subjec i e no ms, and
pe cei ed con ol o e beha io . Wi hin he
g een ma ke ing amewo ks, he TPB has
been ex ended o o ecas he eco-conscious
consume beha io in o he coun ies such
as Pakis an and Malaysia [14], [2].
Indica i ely, Al Mamun e al. [2] indica ed
ha a i udes and en i onmen al conce n
played a signi ican ole in he pu chase
beha io o he Malaysian consume s in
g een skinca e. On he same no e, Hameed
e al. [14] demons a ed ha p o-
en i onmen al alues we e highly
signi ican p edic o s o g een consume
beha io in Pakis an.
The use o TPB in he cosme ics
indus y is salien as i can be used o
p edic he pu chase in en ions o skinca e
and he bal p oduc s. The au ho s Hsu e al.
[15] e alua ed TPB in he con ex o g een
skinca e and demons a ed ha pu chase
in en ion was mode a ed by coun y o
o igin and p ice sensi i i y.
1. G een and He bal Cosme ics
Consump ion:
The end o consume s who change
o na u al and eco- iendly p oduc s is no
new. The he bal and g een cosme ics a e
ma ke ed o he heal h conscious people
who conside hem as a heal hie
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al e na i e o he syn he ic p oduc s [19].
Resea ch has p o en ha consume
en i onmen al a i ude and eco-
consciousness has a posi i e e ec on
pu chase decisions. As an example, a s udy
by Malik and Singhal [20] disco e ed ha
en i onmen al a i udes we e s ong
p edic o s o willingness o pu chase eco-
iendly commodi ies, whe eas Chen e al.
[7] emphasized ha sus ainabili y is an
in luen ial ac o in encou aging g een
p oduc s pu chase in Bel and Road na ions.
Ghazali e al. [13] examined o ganic
pe sonal ca e p oduc s and disco e ed ha
he alues exhibi ed by he consume s wi h
ega d o heal h and en i onmen al
consciousness had a s ong in luence on
hei willingness o pay. On he same no e,
Dhanwani e al. [11] in es iga ed he
pe cep ion o g een p oduc s by Indian
consume s and ound ha he issue o us
as well as au hen ici y emains a limi a ion
in spi e o he inc easing popula i y o
he bal p oduc s. This in o ma ion
demons a es he pa adox, he le el o
demand o he bal cosme ics inc eases, bu
dis us and lack o us can p e en he
eal pu chase o goods. [9].
2. Role o Digi al Ma ke ing in Consume
Decision-Making:
In a ec ing he pe cep ions,
p e e ences and pu chase in en ions o
consume s, he digi al ma ke ing pla o ms
ha e aken cen e s age. Acco ding o Chen,
Lu, and Wang [6], social lea ning, pee
in luence, and communi y alida ion a e he
h ee ac o s ha suppo pu chase
decisions in social comme ce. This iew is
especially applicable o he bal cosme ics, in
which consume s ha e a g ea dependence
on online e iews and in luence con en .
Bhaska an and R [5] did a scien ome ic
e iew o social media and consume
beha io , and ound ou ha social media is
a e y impo an ac o in pu chase
in en ion. Equally in line wi h his, Lili e al.
[18] disco e ed ha celeb i y
endo semen s and b and equi y di ec ly
a ec ed he in en ion o buy g een
cosme ics among he Chinese you h and
upheld he e ec i eness o in luence
ma ke ing in in luencing digi al beha io .
Mo eo e , as Cheng e al. [9] said,
he in e ac ion o hedonic and u ili a ian
alues o shopping wi h consume
skep icism is shown, and he pe cep ion o
digi al ad e isemen s has an in luence on
consume us in g een shopping.
3. Social Media Ma ke ing and
In luence s:
Social media is conside ed o be one
o he main sou ces o consume awa eness
and in e ac ion. Hsu e al. [15] emphasized
pee in luence and subjec i e no ms as he
de e minan s o in en ions o pu chase
skinca e p oduc s. On he same no e, Chin
e al. [10] also showed ha he p o-
en i onmen al beha io models a e
p edic o s o consume s using g een
skinca e p oduc s in digi al en i onmen s.
Such esul s indica e ha consume
pu chase in en ions a e suppo ed by he
social aspec o digi al ma ke ing likes,
sha es, and endo semen s by in luence s.
Lili e al. [18] demons a ed a di ec
impac o celeb i y suppo on he b and
equi y, which di ec ly a ec s he g een
cosme ics pu chase in en ion o he young
consume .
4. Consume T us , Skep icism, and
Challenges:
Digi al ma ke ing has i s
possibili ies bu i has challenges. Among
hem is he g een claim skep icism o he
consume s which can be caused mainly by
he alse o o e s a ed ad e isemen .
Cheng e al. [9] opined ha en i onmen al
in ol emen and locus o con ol mode a e
skep icism, i.e. in o med consume s end o
c i ically e alua e p oduc claims. The lack
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o us is a majo issue especially in he
hi d wo ld coun ies, which a e exposed o
he coun e ei p oduc s and un eliable
labeling, diminishing he consume
con idence [11]. Chen and Hung [8] buil on
TPB o demons a e ha consume
accep ance o g een p oduc s is ocused on
pe cei ed p oduc au hen ici y.
5. En i onmen al Awa eness and
Consume Beha io :
The sus ainabili y in consump ion
has been iden i ied as en i onmen al
consciousness. Mul i-g oup analysis ca ied
ou by Azila e al. [3] showed ha gende
had a signi ican di e ence in
en i onmen al awa eness, wi h women
being gene ally mo e suscep ible o
en i onmen al iendly messages.
Kia kawsin and Han [17] me ged bo h he
alue-belie -no m heo y and he
expec ancy heo y inding ha you h
beha io was highly p edic ed by p o-
en i onmen al alues. Dwi edi e al. [12]
also added ha digi al echnologies may
become a p oblem and a solu ion o
sus ainabili y challenges.
Resul s and Discussion:
This s udy p esen s he esul s o
he empi ical in es iga ion and discusses
he indings in ligh o he s udy objec i es
and p io li e a u e. Da a om 400
esponden s in u ban Pune we e analyzed
using desc ip i e s a is ics, eliabili y and
alidi y es s, ac o analysis, co ela ion,
and eg ession-based hypo hesis es ing.
Table 1: Desc ip i e S a is ics
Va iables
Fac o s
Mean
S d. De ia ion
Fac o Loadings
Digi al Ma ke ing
DM1
4.32
.745
0.78
DM2
4.23
.827
0.82
DM3
4.37
.692
0.80
DM4
4.41
.723
0.84
DM5
4.35
.760
0.81
Challenges
CHL1
4.39
.854
0.77
CHL2
4.04
.856
0.73
CHL3
4.20
.805
0.79
CHL4
4.22
.824
0.81
CHL5
4.23
.752
0.76
CHL6
4.05
.897
0.74
CHL7
4.01
.898
0.71
Oppo uni ies
OPP1
4.12
1.010
0.80
OPP2
3.83
.970
0.74
OPP3
3.93
.941
0.78
OPP4
4.20
.855
0.82
OPP5
4.15
.883
0.79
OPP6
4.38
.676
0.85
OPP7
4.25
.754
0.83
OPP8
4.26
.783
0.84
Awa eness
AWR1
4.04
.863
0.74
AWR2
4.08
.855
0.75
AWR3
3.93
1.008
0.72
AWR4
4.06
.905
0.76
AWR5
3.98
.905
0.73
AWR6
4.07
1.015
0.78
AWR7
4.03
.954
0.74
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AWR8
4.08
.961
0.77
AWR9
4.04
.987
0.73
AWR10
4.09
.987
0.79
AWR11
4.21
.892
0.82
AWR12
4.16
.979
0.80
AWR13
4.13
.896
0.76
AWR14
4.18
.846
0.81
AWR15
4.19
1.012
0.83
Consume Buying Beha iou
CBB1
4.02
.996
0.75
CBB2
4.34
.794
0.82
CBB3
3.47
.878
0.71
CBB4
3.65
.997
0.72
CBB5
3.70
1.051
0.74
CBB6
3.75
.997
0.76
CBB7
3.56
1.002
0.73
CBB8
3.74
1.086
0.77
CBB9
3.68
1.060
0.78
CBB10
3.52
1.110
0.72
CBB11
3.54
1.148
0.74
CBB12
3.97
1.122
0.80
A i ude
ATT1
4.31
.851
0.83
ATT2
4.24
.835
0.80
ATT3
4.24
.826
0.82
ATT4
4.18
.812
0.79
ATT5
4.11
.812
0.77
ATT6
3.90
1.152
0.73
ATT7
4.16
.862
0.78
ATT8
4.19
.756
0.82
ATT9
4.09
.770
0.80
ATT10
4.03
.759
0.79
ATT11
4.23
.881
0.81
ATT12
4.16
.999
0.78
P e e ed Digi al Channel
PDC1
4.16
1.026
0.76
PDC2
4.11
.991
0.74
PDC3
4.17
.925
0.78
PDC4
4.11
.935
0.75
PDC5
4.16
.808
0.79
PDC6
4.19
.797
0.80
PDC7
4.31
.754
0.83
PDC8
4.22
.838
0.82
PDC9
4.15
.791
0.78
PDC10
4.19
.794
0.81
PDC11
3.97
.848
0.73
PDC12
3.74
.865
0.71
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Desc ip i e S a is ics wi h Fac o
Loadings:
The ac o analysis indings sugges
ha all o he cons uc s Digi al Ma ke ing,
Challenges, Oppo uni ies, Awa eness,
Consume Buying Beha iou , A i ude and
P e e ed Digi al Channels had high ac o
loading wi h mos o he alues anging
be ween 0.71 and 0.85. This shows g ea
con e gen alidi y and high in e nal
consis ency among he measu emen s
model.
Reliabili y and Validi y:
Table 2: Reliabili y and Validi y Resul s
Cons uc
C onbach’s
Alpha
Composi e
Reliabili y (CR)
A e age Va iance
Ex ac ed (AVE)
Digi al Ma ke ing
0.896
0.921
0.682
Challenges
0.858
0.884
0.622
Oppo uni ies
0.902
0.923
0.658
Awa eness
0.960
0.969
0.702
Consume Buying
Beha iou
0.915
0.932
0.685
A i ude
0.953
0.964
0.713
P e e ed Digi al
Channels
0.930
0.945
0.671
The indings o eliabili y and
alidi y p o ided in Table 4.105 p o e he
s a is ically suppo ed and sound cha ac e
o he measu emen model. C onbachs
Alpha alues o all cons uc s we e g ea e
han 0.85, which is a e y high in e nal
consis ency and Composi e Reliabili y (CR)
alues we e g ea e han he alue o 0.70
which once again a i med he eliabili y o
he scales. Fu he , he alues o he
A e age Va iance Ex ac ed (AVE) we e
ound o ange be ween 0.622 and 0.713
wi h all hem being abo e he minimum
accep able alue o 0.50 hus, c ea ing
excellen con e gen alidi y. Among he
cons uc s, Awa eness (α = 0.960, CR =
0.969, AVE = 0.702) and A i ude (α = 0.953,
CR = 0.964, AVE = 0.713) showed he
s onges eliabili y and alidi y,
highligh ing hei cen al ole in explaining
consume esponses o digi al ma ke ing.
Hypo hesis Tes ing:
H₀₁: Digi al Ma ke ing has no signi ican
impac on Oppo uni ies o in luencing
consume buying beha io o he bal
cosme ics.
Table 3: Reg ession Resul s – Digi al Ma ke ing → Oppo uni ies
P edic o
Be a (β)
R²
- alue
p- alue
Resul
Digi al Ma ke ing
0.68
0.46
12.15
<0.001
Signi ican
The esul s show a s ong posi i e
e ec o Digi al Ma ke ing on Oppo uni ies
(β = 0.68, R² = 0.46, p < 0.001). Hence, H₀₁ is
ejec ed, con i ming ha digi al ma ke ing
ac i i ies signi ican ly c ea e oppo uni ies
such as pe sonaliza ion, in luence
ou each, and AR/VR engagemen .
H₀₂: Digi al Ma ke ing has no signi ican
impac on Challenges ha a ec
consume buying beha io o he bal
cosme ics.
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Table 4: Reg ession Resul s – Digi al Ma ke ing → Challenges
P edic o
Be a (β)
R²
- alue
p- alue
Resul
Digi al Ma ke ing
0.58
0.34
10.22
<0.001
Signi ican
Digi al Ma ke ing signi ican ly
in luences he pe cep ion o Challenges (β =
0.58, R² = 0.34, p < 0.001). This implies ha
exposu e o digi al channels also highligh s
issues such as us de ici s, p icing, and
au hen ici y conce ns. H₀₂ is ejec ed.
H₀₃: Oppo uni ies c ea ed by Digi al
Ma ke ing ha e no signi ican impac on
Consume Buying Beha io o he bal
cosme ics.
Table 5: Reg ession Resul s – Oppo uni ies → Consume Buying Beha io
P edic o
Be a (β)
R²
- alue
p- alue
Resul
Oppo uni ies
0.70
0.49
13.44
<0.001
Signi ican
Oppo uni ies eme ging om digi al
ma ke ing s ongly p edic Consume
Buying Beha io (β = 0.70, R² = 0.49, p <
0.001). This indica es ha inno a i e
oppo uni ies enhance pu chase endencies,
epu chase likelihood, and eliance on
online e iews. H₀₃ is ejec ed.
H₀₄: Challenges a ising om Digi al
Ma ke ing ha e no signi ican impac on
Consume Buying Beha io o he bal
cosme ics.
Table 6: Reg ession Resul s – Challenges → Consume Buying Beha io
P edic o
Be a (β)
R²
- alue
p- alue
Resul
Challenges
-0.53
0.29
-9.56
<0.001
Signi ican
The esul s e eal a signi ican
nega i e impac o challenges on consume
buying beha io (β = -0.53, R² = 0.29, p <
0.001). Highe us issues, p icing
conce ns, and p oduc au hen ici y doub s
educe pu chase likelihood. Thus, H₀₄ is
ejec ed.
H₀₅: Buying Beha io has no signi ican
impac on In en ion o Pu chase he bal
cosme ics.
Table 7: Reg ession Resul s – Buying Beha io → Pu chase In en ion
P edic o
Be a (β)
R²
- alue
p- alue
Resul
Buying Beha io
0.79
0.62
15.78
<0.001
Signi ican
Pu chase In en ion is highly
in luenced by Consume Buying Beha io (
0.79, R 2 = 0.62, p = < 0.001). This implies
ha once he consume s o m posi i e
pu chasing beha io due o he digi al
exposu e, his ansla es in o u u e
pu chasing in en ions. Hence, H₀₅ is
ejec ed.
The pape indica es ha online
ma ke ing pla o ms a e c i ical in
de e mining consume buying in en
owa ds he bal cosme ics in Pune. Though
he likes o in luence wo k, social media
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38
in e ac ions, and cus omized con en ha e a
posi i e e ec on consume awa eness and
pu chasing beha io , such ac o s as us ,
p ice dimension, and p oduc au hen ici y
make consume s less con iden and hesi an
o adop he inno a ion. The close
connec ion be ween consume buying
beha io and pu chase in en ion
subs an ia es ha posi i e digi al
expe iences do e lec in o a inal pu chase
decision, as in line wi h he Theo y o
Planned Beha io .
Conclusion:
I d aws a conclusion ha he iews
o he u ban consume s in Pune on he
buying in en ions o he bal cosme ics a e
la gely dependen on digi al ma ke ing
channels. Social media and in luence
ma ke ing, and online s o es appea ed as
e ec i e ools o awa eness and
in ol emen , whe eas conce n o us ,
au hen ici y, and p ice sensi i i y is s ill
causing disbelie among consume s. Digi al
ma ke ing oppo uni ies we e ound o
ha e a posi i e impac on he pu chasing
beha io ha , in i s u n, is a s ong
p edic o o pu chase in en ion. All in all,
he conclusions indica e ha o build us
and success ully ans o m digi al exposu e
in o consume loyal y, he b ands should
inco po a e anspa en , consume -
o ien ed, and inno a i e digi al
engagemen .
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and Human Decision P ocesses, ol. 50,
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