Koblarp Chandrasapth

The jamu industry, the locally grown healthy beverage industry in Indonesia, embarks on the opportunity to support the consumer food lifestyle. This study examines a company producing Jamu products that uses a digital platform to market its offerings. Fluctuations in purchases have led the company to adopt a Nudge business strategy in its digital content marketing. This study surveys the role of digital nudges on consumers' purchase intentions and decisions regarding Jamu products. Nudging marketing proposes a selling technique by manipulating customer behaviour closer to the deal. This study applies a quantitative approach with a Partial Least Squares-based Structural Equation Modelling (SEM-PLS) method. Data collection techniques were conducted by surveying 124 customers of Jamu products manufactured by a Jamu company based in Bandung City. The results show that nudges do not directly influence purchasing decisions but significantly impact those decisions when mediated by purchase intention. This study contributes to digital marketing and consumer behaviour literature by providing insights into how nudging marketing can be strategically implemented to promote local and healthy food-related products in modern digital business environments.

Purpose: The purpose of this study sets out to examine (1) how have conflicts been conceptualized and operationalized within the context of online consumption communities? (2) what are the main conflict management, resolution strategies and frameworks that have been identified? and (3) what are the gaps in the relevant body of work in terms of theoretical and methodological dimensions, and what implications do they have for future research.Design/methodology/approach: This study adopts a systematic and multidisciplinary literature review of online conflicts. Following a descriptive and thematic content analysis, it examines 79 peer-reviewed scholarly articles of the past 20 years within 6 scientific databases.Findings: The authors propose a literature-based conceptualization of online conflicts and a multi-level conflict resolution matrix based on the different governance structures and social control mechanisms investigated in extant research.Originality/value: The originality of this study lies in the integrative and interdisciplinary view of online conflict in global consumption communities.