Декодирање кључних претходника, модератора и последица понашања крда ради предвиђања намера понашања потрошача: систематски преглед литературе
Sažetak
У овој студији спроведен је систематски преглед литературе како би идентификовали претходници, модератори и последице понашања крда у маркетингу. Хитност истраживања проистекла је из растућег утицаја друштвене динамике у дигиталним потрошачким окружењима, где се појединци све више ослањају на понашање вршњака и друштвене доказе за управљање одлукама. Користећи оквире TККM (Теорија, контекст, карактеристике и методологија) и ПРИСМА (енг. Preferred Reporting Items for Systematic Reviews and Meta-Analyses-Префериране ставке извештавања за систематске прегледе и мета-анализе), анализирано је укупно 183 рецензирана чланка објављена између 2000. и 2024. године како би се осигурала методолошка ригорозност и тематска кохерентност. Преглед је открио да је понашање крда у маркетингу обликовано кључним претходницима као што су хомофилија, поверење, неизвесност производа и интеракција потрошача. Ови фактори покрећу тенденције крда и ублажавају њихов интензитет у различитим контекстима. Заузврат, понашање крда значајно утиче на исходе потрошача, укључујући намере куповине, импулсивну куповину и ангажовање бренда. Студија је истакла како маркетиншки стручњаци могу стратешки искористити механизме крда, као што су садржај који генеришу корисници, препоруке инфлуенсера и друштвени докази у реалном времену, како би побољшали убеђивање потрошача и лојалност бренду. Синтетизујући фрагментиране увиде из различитих дисциплина, ово истраживање нуди робусну теоријску основу за будућа истраживања друштвено утицаног понашања потрошача.
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