Brand trust mediating social media marketing, E-WOM, and purchase intention

Citra Maharani Ivoniya; Nuryakin Nuryakin

doi:10.24198/jmk.v11i1.61972

Brand trust mediating social media marketing, E-WOM, and purchase intention

Citra Maharani Ivoniya, Nuryakin Nuryakin

Abstract

Background: Nowadays, people choose to get information about skincare through social media. Social media marketing and electronic word of mouth become the strategy of digital marketing to attract potential customers. Purpose: The purpose of this study is to examine the effect of social media marketing and electronic word of mouth on brand trust and purchase intention for a skincare brand. We also examined the mediating role of brand trust in the relationship. Methods: The study uses a quantitative approach, employing data from 200 social media users in Yogyakarta who knew Daviena Skincare. Data were analyzed using Partial Least Square Structural Equation Modelling (PLS-SEM). Results: The results indicate that all correlations are positive and significant (p <0,000). The largest relationship was seen between brand trust and purchase intention (β = 0.434). Social media marketing was shown to affect brand trust (β = 0.499) and purchase intention (β = 0.280). Besides, electronic word of mouth has an effect on brand trust (β=0.352) and purchase intention (β=0.225). We found favorable indirect effects: brand trust mediated the association between social media marketing and purchase intention and E-WOM and purchase intention. This suggests that brand trust improves the link between digital communication and purchase intention. Conclusion: The conclusion is that brand trust mediates the association between digital communication and purchase intention. Implications: Managers may align and trust social media postings and encourage positive evaluations produced by customers.

Keywords

social media marketing; E-WOM; brand trust; purchase intention; integrated marketing communication

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DOI: https://doi.org/10.24198/jmk.v11i1.61972