consumer behaviour
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Welcome to the year of the 'Prosumer'
As digital literacy grows and the content market booms, consumers aren't happy just sitting back and letting brands drive. Instead, they're proactively shaping today's marketing narratives, writes TikTok's Shant Oknayan.
Consumers prefer AI content from influencers, research suggests
More than half of consumers (60%) prefer creator content designed by generative AI, a new study has found.
APAC consumers more likely to support brands that aid frontliners
Research from Rakuten shows that purchase behaviour could be informed by brands’ response to the pandemic.
What loo-roll stockpiling tells us about human behaviour in a crisis
Businesses can harness behavioural science to help combat coronavirus' commercial implications.
China consumers more optimistic about brands than UK or US counterparts
A new report introducing the idea of the 'motion matrix' to analyse brand positioning finds that China's consumers have a more positive outlook than those in other markets.
Attitudes or behaviour: Is marketing focused on the right goals?
SHANGHAI - A roundtable discussion presented here Friday by Campaign Asia-Pacific in association with FCB tackled the industry's undue focus on narrow communications and awareness goals, rather than business objectives.
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