Mediating Role of Brand Perception and Big Data Analytics between Consumer Experiential Components and Consumer Behavior

The study aims to explore the mediating roles of brand perception and big data analytics between consumer experiential components and consumer behavior. It seeks to understand how these factors collectively influence consumer satisfaction and loyalty in a digital marketplace. A structured survey questionnaire was designed and distributed among consumers. Data were collected from 300 respondents, primarily from urban areas. The collected data were analysed using PLS-SEM with SmartPLS4 to test the hypotheses and examine the relationships between the variables. The results revealed that customer experience and cultural influence have significant positive impacts on consumer behavior. However, product characteristics, digital marketing strategy, brand perception, and big data analytics did not show significant direct effects. The study also found that brand perception and big data analytics did not significantly mediate the relationships between the experiential components and consumer behavior. The findings provide valuable insights for businesses aiming to enhance consumer engagement and satisfaction. By focusing on improving customer experience and aligning marketing strategies with cultural influences, businesses can better influence consumer behavior. Additionally, leveraging big data analytics for deeper consumer insights can further refine marketing strategies. This study is one of the first to investigate the combined mediating roles of brand perception and big data analytics in the relationship between consumer experiential components and consumer behavior. The insights from this research contribute to the theoretical understanding and practical application of these concepts in enhancing consumer satisfaction and loyalty.