VOICE & VIEWS

CBS LINE

Volume 3(10)

INTERVIEWEE – Dr. ZAKKARIYA K. A. 

Professor

School of Management Studies

CUSAT 

INTERVIEWERS – Joshni S & Merin George

Editorial Board

CBS Line, CBS, CUSAT .

  1.   In an age dominated by digital influence, how do you think social media shapes consumer               preferences and brand loyalty among young people today?

 

It’s a very pertinent question. You see, a large share of people who are highly active on social media today belong to the younger generations — especially Gen Z and millennials, and now even Gen Alpha is following the same pattern. They’re extremely tech-driven, and the way they make decisions is completely different from that of the older generations. Young consumers today trust peer recommendations and influencer endorsements far more than traditional advertising. Their brand loyalty is built through consistent engagement, authenticity, and shared values rather than through long-term product use.

 

Social media has become the most powerful driver of consumer preferences among young people because it blends social proof, aspirational influence, and real-time engagement. For them, even their reference groups exist as online communities, and they often prefer what social media influencers recommend.  Platforms like Instagram, TikTok, and YouTube don’t just showcase products — they create lifestyles around them. Whether it’s right or wrong, or even if it’s just hype, this generation tends to rely on those kinds of online feedback before making a choice.  In short, social media doesn’t just shape what young people buy, it shapes who they want to be, and brands that align with that identity ultimately earn their loyalty.

 

2.      Emotional appeal plays a major role in advertising. How do emotions influence your purchasing decisions, especially when it comes to non-essential or luxury items?

 

Yeah, you see, when we talk about luxury items, we’re really talking about a different category of consumers altogether.Luxury products usually fall under specialty goods, and their target audience is quite niche. These consumers are extremely brand-conscious.When it comes to luxury items, the number of brands may be limited, but people still develop strong brand preferences —and they’re often emotionally attached to the brands they choose.Emotional triggers like pride, love, nostalgia, aspiration, and a sense of belonging often outweigh rational factors such as price or utility. 

 

Luxury purchases are typically driven by self-expression and status signaling, whereas lifestyle products are more about comfort and happiness.This is where emotional appeals in advertising play such a vital role.  Once emotions are activated, the perceived value of the product expands — consumers tend to justify indulgence by associating it with happiness, pride, or self-worth.

 

 

 

3.      Consumers today are exposed to multiple choices and marketing messages. What, in your view, are the most decisive factors influencing your purchase — price, brand reputation, or social influence?

 

See, all these factors are definitely important, but their influence really depends on two things: the consumer’s personality and the product category.For example, price tends to be more influential for convenience goods, while brand plays a bigger role for shopping goods. On the other hand, social influence has a stronger effect on purchases of luxury or specialty goods.  Some individuals are highly brand-conscious and won’t switch easily unless they have a strong experience or referral that changes their perception.

 

However, a majority of young consumers are more willing to experiment with new brands — they enjoy innovation and adopting change.  As I mentioned earlier, for young digital consumers, social influence often tips the scale — reviews, influencer opinions, and peer behavior act as a form of validation. But in today’s highly competitive marketing environment, the final value perception of the consumer is what ultimately decides the purchase.

 

4. In an increasingly competitive and materialistic work environment, how important do you think it is for individuals to find meaning and purpose in their work compared to earning a high salary?

 

Again, there are significant individual differences. As a researcher, I would say that while salary remains an important extrinsic motivator, the search for meaning and purpose has become a stronger and more sustainable driver of engagement and performance in today’s work environment.  Speaking personally, I always prioritize the fulfillment I derive from a job. During my 27–28 years of experience as a teacher, institution builder, and administrator, I have found that if I do not find meaning in something, I am unlikely to continue with it. 

 

Research in organizational behavior consistently shows that individuals who perceive their work as meaningful report higher job satisfaction, lower burnout, and greater commitment, even in high-pressure or competitive settings. In contrast, monetary rewards tend to produce only short-term motivation and often result in diminishing satisfaction once basic financial needs are met.

 

 

      5.  Many organizations are now emphasizing spirituality at work to enhance   morale and                productivity. Do you believe a spiritually driven workplace can genuinely improve employee          performance? Why or why not?

This is a question that often confuses many people because it raises the fundamental issue: what do we mean by spirituality? It is an important distinction because there is a specific concept called workplace spirituality, which is quite different from the general notion of spirituality that people often refer to. Workplace spirituality is not about religion; rather, it is about creating an environment where employees experience meaning, connectedness, and a sense of purpose in what they do. When individuals perceive their work as aligned with their inner values and contributing to a greater good, they tend to demonstrate higher commitment, creativity, and resilience. 

Research has consistently shown that spirituality at work fosters psychological well-being, builds trust and compassion among team members, and reduces stress and turnover intentions — all of which contribute to better performance outcomes. For instance, Google’s mindfulness and compassion programs enhance focus and empathy, improving both individual and team productivity.  Based on these research findings, I am confident in saying that workplace spirituality has become a necessity in today’s organizational environment.