Decoding the Demographic Mosaic: Effects on e-WoM, Brand Image, Value Co-Creation, and Purchase Intentions in Smartphone Consumers

Abstract

The research explores the complex interdependence of demographics and consumer behaviours in the dynamic smartphone industry. Using a cross-sectional survey performed with a sample variety of smartphone users, this study investigates the impact of demographs, including age, income, education level, gender, and nationality on e-WoM, Brand Image, Value Co-Creation and Purchase Intent. The research design is robust and the study applies descriptive analysis and inferential analysis to dissect the subtle effects of demographics on consumer perception and preference for smartphone brands. Results show the demographic correlates of different aspects of consumer behaviour in the smartphone market. Implications suggest the need to use more targeted marketing approaches involving demographic analysis. This study adds insight into the changing relationship between demographics and consumer behaviour, and provides meaningful implications for marketers and industry players in the smartphone market.