positive or negative assessment of a relevant behavior and is comprised of

Positive or negative assessment of a relevant

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positive or negative assessment of a relevant behavior, and is comprised of salient beliefs relating to the perceived outcomes of undertaking a behavior. The subjective norm relates to a person’s perception of whether significant referents approve or disapprove of a particular behavior. In order to understand the non-volitional aspects of a behavior, the theory of planned behavior includes an extra variable-the perceived behavioral control, which is not essentially related to the traditional attitude-behavioral models. The
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DIGITAL MARKETING AND CONSUMER BEHAVIOR 11 perceived behavioral control relates to the perceived difficulty levels of undertaking the behavior ( Xiao 2016). This may include reflection of both the previous experiences and the expected barriers. Generally, the more favorable the attitude towards undertaking a behavior, the higher the perceived social approval, and the easier the performance of the behavior is perceived to be, and thus the stronger the behavioral intention will be. In the same vein, the higher the behavioral intention, the more likely the behavior will be undertaken. Since consumer behavior is regarded as the outcome of the attitude towards the behavior, the social influence and the norms surrounding it form important aspects of the digital media culture. The central factor in the theory of reasoned action and the theory of planned behavior is the person’s intention to undertake a particular behavior (East et al. 2016). The consumer’s objective is influenced by the values, beliefs, social influence, and norms, which form part of the wider social culture. The emotional connection of a customer with the new or existing product can be understood by examining the intention ( Christiansen 2014). Innovation and digital marketing often play major roles in developing superior marketplace performance in apparel companies. The effects of innovation and social media and email marketing capabilities significantly affect companies’ marketplace performance more than they do at individual levels. The innovation gatekeepers consider the lead time advantage as the most significant factor for getting the most value while the marketing functions consider the emotional link of the product with the consumer as the most significant item that result in consumers’ purchase decisions. Buying decisions often predict behavior. However, they do not explain why the behavior is chosen by the consumer. In digital marketing, prediction may sometimes be all that is required. The purchase decisions may be predicted either from the stated intent or from an individual’s estimate of their purchase possibility (East et al. 2016). The immediate precursors of behavior in
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DIGITAL MARKETING AND CONSUMER BEHAVIOR 12 the theory of planned behavior include intentions and the perceived control. Therefore, one kind of explanation relates to the relative effect of these two major factors. Normally, the perceived behavioral control is the weaker factor and might have no direct impact on behavior. In addition,
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