INCREASING GEN-Z TRUST IN MSME BRANDS THROUGH DIGITAL MARKETING: MEDIATING FACTORS OF INFORMATION QUALITY FROM EWOM ON CELEBRITY ENDORSEMENT AND SOCIAL MEDIA MARKETING TOWARD BRAND TRUST
Abstract
Understanding the influence of information quality from eWOM in mediating the relationship between celebrity endorsement and social media marketing toward brand trust, especially from the perspective of gen-z, is crucial as it provides insights into how MSMEs digital strategies can effectively build trust among this key consumer group. This study examines the role of digital marketing in increasing trust in MSME brands from a gen-z perspective. This study was conducted using a quantitative approach, with data collected cross-sectionally from 221 participants, all of whom were students aged between 19-21 years and active social media users in Jakarta, Indonesia. Data were collected through a questionnaire using a 5-point Likert scale. This study underscores the critical role of credible celebrity endorsements and effective social media marketing strategies in enhancing brand trust through high-quality eWOM information, providing valuable insights for UMKM aiming to build trust and engage young, digital-savvy gen-z as consumers. The results show that MSMEs need to pay attention to the quality of information from eWOM, celebrity endorsements, and social media marketing which significantly affect brand trust, and the quality of information from eWOM serves as a mediating factor.
Downloads
References
Altarifi, S., Quran, A. Z. Al, Almomani, H. M., Eldahamsheh, M. M., Mohammad, A. A. S., & Hawary, S. I. S. Al. (2024). Customers’ acceptance of digital marketing techniques: the impact of search engine, e-mail, and social media marketing. International Journal of Business Innovation and Research, 34(3), 327–341. https://doi.org/10.1504/IJBIR.2024.139230
Alzate, M., Arce-Urriza, M., & Cebollada, J. (2021). Online Reviews and Product Sales: The Role of Review Visibility. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 638–669. https://doi.org/10.3390/jtaer16040038
Danniswara, R., Sandhyaduhita, P., & Munajat, Q. (2017). The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision. Information Resources Management Journal, 30(2), 23–43. https://doi.org/10.4018/IRMJ.2017040102
Dhankhar, D., Gaur, V., Singh, L., & Kumar, P. (2023). The Impact of Digital Marketing Practices on Tourist Buying Behavior: A Study of Indian Tourism Industry. International Journal of Hospitality and Tourism Systems, 16(3), 110–121.
Dhun, & Dangi, H. K. (2023). Influencer Marketing: Role of Influencer Credibility and Congruence on Brand Attitude and eWOM. Journal of Internet Commerce, 22(sup1), S28–S72. https://doi.org/10.1080/15332861.2022.2125220
Em, O., Makmee, P., & Wongupparaj, P. (2020). Development of assessment criteria of social media marketing on purchase intention among social media users in Cambodia. Conference: The 13th International Conference on Educational ResearchAt: Faculty of Education, Khon Kaen University, Thailand.
Filieri, R., Acikgoz, F., Li, C., & Alguezaui, S. (2023). Influencers’ “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty. Psychology & Marketing, 40(2), 347–364. https://doi.org/10.1002/mar.21760
Fons, E., Romero, M. J. M., García, M. C., & Pons, J. D. M. (2024). I like you, but I don’t need you: the diminishing returns of celebrity endorsement for popular brands. International Journal of Sport Management and Marketing, 24(3/4), 244–261. https://doi.org/10.1504/IJSMM.2024.138985
Ha, S., Kankanhalli, A., Kishan, J., & Huang, K.-W. (2016). Does Social Media Marketing Really Work for Online SMEs?: An Empirical Study. 37th Conference: International Conference on Information Systems: Dublin.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Haudi, H., Handayani, W., Suyoto, Musnaini, Y. T., Praseti, T., Pitaloka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Khan, S. W., & Zaman, U. (2021). Linking Celebrity Endorsement and Luxury Brand Purchase Intentions through Signaling Theory: A Serial-Mediation Model involving Psychological Ownership, Brand Trust and Brand Attitude. Pakistan Journal of Commerce and Social Sciences, 15(3), 586–613.
Labib, E., Nasruddin, E., & Ali, N. K. (2018). The Impacts of Social Media on SME’s Customer Equity: A Conceptual Model. International Business Management, 12(1). https://doi.org/10.3923/ibm.2018.32.45
Manchanda, P., Arora, N., & Sethi, V. (2022). Impact of Beauty Vlogger’s Credibility and Popularity on eWOM Sharing Intention: The Mediating Role of Parasocial Interaction. Journal of Promotion Management, 28(3), 379–412. https://doi.org/10.1080/10496491.2021.1989542
Mandagie, W. C., Talib, F. E. A., Sahira, D. N., & Kristaung, R. (2020). Electronic Word-of-Mouth (eWOM) Model on Customers Online Purchase Intention with Multi-Group Approach Digital Services. International Journal of Business Innovation and Research, 1(1), 1. https://doi.org/10.1504/IJBIR.2020.10038351
Ngo, T. T. A., Vuong, B. L., Le, M. D., Nguyen, T. T., Tran, M. M., & Nguyen, Q. K. (2024). The impact of eWOM information in social media on the online purchase intention of Generation Z. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2316933
Nian, T., & Sundararajan, A. (2022). Social Media Marketing, Quality Signaling, and the Goldilocks Principle. Information Systems Research, 33(2), 540–556. https://doi.org/10.1287/isre.2021.1067
Purnama, S. A., Azzahra, D., & Priyono, B. (2023). The Role of Generation Z and Millennials Towards MSMEs in Indonesia (pp. 56–64). https://doi.org/10.2991/978-94-6463-302-3_8
Risdwiyanto, A., Sulaeman, M. M., & Rachman, A. (2023). Sustainable Digital Marketing Strategy for Long-Term Growth of MSMEs. Journal of Contemporary Administration and Management (ADMAN), 1(3), 180–186. https://doi.org/10.61100/adman.v1i3.70
Santoso, S. (2023). The Influence of Social Media, Brand Trust, Brand Affect and Value Consciousness on Brand Loyalty: Online Transportation Cases in Indonesia. WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS, 20, 564–572. https://doi.org/10.37394/23207.2023.20.52
Sohaib, M., & Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty. Journal of Retailing and Consumer Services, 74, 103442. https://doi.org/10.1016/j.jretconser.2023.103442
Taufik, E. R. (2023). Predictors of Green Brand Love Via Brand Trust as Function of Green Marketing: Moderating Role of Green Altruism. Transnational Marketing Journal, 11(1). https://doi.org/10.58262/tmj.v11i1.1005
Teresa Borges-Tiago, M., Santiago, J., & Tiago, F. (2023). Mega or macro social media influencers: Who endorses brands better? Journal of Business Research, 157, 113606. https://doi.org/10.1016/j.jbusres.2022.113606
Varga, J. (2021). Defining the Economic Role and Benefits of Micro, Small and Medium-sized Enterprises in the 21st Century with a Systematic Review of the Literature. Acta Polytechnica Hungarica, 18(11), 209–228. https://doi.org/10.12700/APH.18.11.2021.11.12
Wandoko, W., & Panggati, I. E. (2022). The Influence of Digital Influencer, e-WOM and Information Quality on Customer Repurchase Intention toward Online Shop in e-Marketplace during Pandemic COVID-19: The Mediation Effect of Customer Trust. Journal of Relationship Marketing, 21(2), 148–167. https://doi.org/10.1080/15332667.2022.2035198
Xie, L., Zhu, T., Liu, S., & Huan, T. (2024). Exploring the Impact of Mobile App Quality on consumers’ Online Intention to Transact. International Journal of Consumer Studies, 48(5). https://doi.org/10.1111/ijcs.13085
Zhang, H., & Xu, H. (2024). Good Match, Deep Love: Three Studies Examining the Celebrity Endorsement’s Influence on Destination Brand Love. Journal of Travel Research, 63(3), 565–587. https://doi.org/10.1177/00472875231164968
