The Interplay among Media Marketing Strategies, Consumer Behavior and Consumption Contexts: A Correlational Report
Keywords:
Medialization, Consumption Contexts, Consumer Behavior, Digital Marketing StrategyAbstract
In the contemporary epoch, the phenomenon of medialization has inextricably
intertwined media logic with economic reality, necessitating a structural paradigm shift from
physical transactions to algorithmically curated consumption contexts. This study empirically
deconstructs the tripartite interplay among media marketing strategies, consumption contexts,
and consumer behavior, focusing on the distinct psychometric stratifications between
university students and corporate employees. Utilizing a rigorous quantitative correlational
framework, the investigation addresses the critical empirical lacuna regarding how digital
immersion differentially impacts cognitive processing across diverse life stages and economic
autonomies. The results delineate a profound behavioral bifurcation: the workforce cohort
exhibits rational stability, utilizing media stimuli primarily for utility verification, evidenced
by statistical homogeneity. Conversely, the student demographic manifests impulsive volatility,
where decision-making is heavily predetermined by immersive scenarios rather than intrinsic
utility, confirming the hypothesis of age-related cognitive vulnerability. Correlation analysis
further corroborates that while medialization universally drives consumption, the
"consumption context" functions as a navigational tool for the economically autonomous, yet
operates as a persuasive enclosure for transitional consumers. The study concludes that postpandemic
consumerism is structurally heterogeneous, dictated largely by digital maturity.
Consequently, the research advocates for a dual-pronged strategic response: the adoption of
precision-segmented, ethical marketing frameworks by commercial stakeholders, and the
integration of algorithmic awareness modules into higher education curricula to mitigate the
systemic risks of impulsive digital acquisition.
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