Integrating Contra And Viral Marketing In Digital Consumer Behavior: A Structural Model Of Gen Z's Online Decision-Making

Abstract

This study investigates the integrative effects of Contra Marketing (CM) and Viral Marketing (VM) on Online Decision-Making (ODM) among Generation Z in South Kalimantan, Indonesia representing a tier-2 digital ecosystem within ASEAN’s emerging markets. Drawing on responses from 385 Gen Z participants, the findings indicate that VM (β = 0.352) exerts a stronger influence on Product Value (PV) than CM (β = 0.287), primarily through emotionally engaging content distributed on platforms such as TikTok Shop. PV acts as a full mediator (VAF > 86%) between both CM and VM toward ODM, suggesting that cognitive, emotional, and social internalisation of product value is a prerequisite for purchase intention among Gen Z. Furthermore, the credibility of influencers (INF) significantly amplifies the PV–ODM pathway up to 312% when marketing messages are contextualised using culturally resonant expressions, such as baiman and waja sampai kaputing. These results validate the need for a techno-traditional marketing framework that respects local norms while leveraging platform algorithms. Practical implications include adopting a content ratio of 70:30 between VM and CM, prioritising micro-influencers with cultural fluency, and the development of an ASEAN-wide digital ethics framework. This research offers both strategic guidance for digital marketers and theoretical advancement in cross-cultural consumer behaviour within the ASEAN region.