Authors: Assistant Professor Vikas Kumar
Abstract: Packaging innovation has emerged as a pivotal marketing strategy in the digital era, with evidence suggesting that novel and appealing packaging designs can significantly influence consumer behavior online[1] HYPERLINK "https://www.e- journal.uac.ac.id/index.php/iijse/article/download/5285/2061"[2]. This study examines how innovative packaging – in terms of aesthetics, functionality, sustainability, and informativeness – affects consumers’ electronic word-of-mouth (eWOM) and brand advocacy intentions. Drawing on prior research, we hypothesize that enhanced packaging experiences will encourage customers to share positive feedback online and become brand advocates (loyal customers who actively promote the brand)[3]. A mixed-method approach was used, combining secondary data analysis and a survey of online shoppers (N = 300). Results show that packaging aesthetics and sustainability features have a significant positive impact on consumers’ likelihood to post online reviews or unboxing content (eWOM) and to recommend the brand (advocacy). In contrast, functional and informative packaging aspects play a lesser role. Notably, aesthetically pleasing packages and eco-friendly designs generated the strongest word-of-mouth referrals[2], aligning with recent findings that storytelling and visual appeal in packaging spur social sharing[1]. The study contributes to marketing literature by empirically validating packaging innovation as a driver of digital word-of-mouth and customer advocacy. Managers are advised to invest in creative, sustainable packaging as a strategic tool to amplify positive online buzz and foster a loyal, advocacy-driven customer base
