This study aims to examine the influence of Digital Marketing, Word of Mouth, Brand Trust, and Digital Financial Literacy on the decision to use the DANA e-wallet among Management students at the Faculty of Economics and Business, University of Mataram. The research employs an associative quantitative approach with a sample of 84 respondents selected through purposive sampling. Data were collected using Likert-scale questionnaires and analyzed using multiple linear regression with SPSS software. The results indicate that Digital Marketing, Brand Trust, and Digital Financial Literacy significantly affect the decision to use the DANA e-wallet. Digital Marketing and Brand Trust have positive effects, while Digital Financial Literacy shows a significant negative effect, suggesting that users with higher literacy tend to be more selective in using the application. Meanwhile, Word of Mouth has no significant impact on the usage decision. This study recommends that e-wallet managers enhance educational digital marketing strategies and build consumer trust, while also addressing digital financial literacy aspects to support prudent usage decisions.

Understanding the role of university commitment, socioeconomic background, and brand trust in shaping brand loyalty in Islamic higher education in Indonesia

The research examines the impact of environmental concern and brand trust on tourist intentions to buy environmentally friendly products, and services. The research design uses quantitative methods with an explanatory survey approach to obtain data. A survey of 450 international tourists in Istanbul used a structured questionnaire and employed a non-random purposive sampling method to gather data. The research data collection took place between February 2025 and researchers handed out standardized questionnaires to visitors at Üsküdar and Hagia Sophia tourist locations. The research used established assessment tools to evaluate environmental concern and brand trust and green purchase intention. The analysis of data included confirmatory factor analysis and structural equation modeling. The model demonstrated an excellent fit to the data and explained %78,5 of the total variance in green purchase intention, indicating a strong explanatory power. The SEM results supported both research hypotheses because environmental concern positively affected green purchase intention and brand trust had a stronger positive impact. International tourists visiting Istanbul show stronger sustainable purchasing behavior based on brand trust than environmental concern according to the research findings. Tourists base their green purchase decisions on environmental concerns but brand trust plays a more significant role in their purchasing behavior.

This study examines the critical role of Online Customer Reviews (OCR) in shaping consumer purchase decisions in the e-commerce marketplace. In the current digital ecosystem, OCR functions as a form of Electronic Word-of-Mouth (e-WOM) that influences risk perception, brand trust, and purchase intention. This research aims to quantitatively analyze how the dimensions of OCR specifically Valence, Volume, and Quality affect Brand Trust, which, in turn, impacts Purchase Decisions across various e-commerce platforms. Data were collected from 300 active e-commerce platform users through an online survey. The analysis, conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), revealed that Positive Valence (β =0.493, p < 0.001) and Volume of OCR (β =0.256, p < 0.01) have a significant and positive influence on Brand Trust. Brand Trust is proven to be a critically important mediator, significantly and positively affecting Purchase Decisions (β a=0.689, p < 0.001). Importantly, the textual Quality of the reviews was found to be non-significant in influencing Brand Trust (β =0.071, p > 0.05). These findings underscore the importance of managing online reputation and providing a platform that facilitates transparent consumer communication as a competitive strategy in the e-commerce sector.

Understanding purchase intention in the digital era requires a comprehensive analysis of various marketing communication and psychological factors that shape consumer decisions. This study aims to provide a comprehensive understanding of purchase intention through a Systematic Literature Review (SLR) approach by examining the relationship between electronic Word of Mouth (eWOM), Social Media Marketing (SMM), brand image, and brand trust as key determinants. The literature search process was conducted following the PRISMA guidelines using Scopus, Emerald Insight, Elsevier, Google Scholar, and Cogen Business & Management databases with a publication period of 2010–2025. Of the total 150 articles identified, 20 articles met the inclusion criteria and were analyzed descriptively and thematically. The review results show that eWOM and SMM consistently have a positive effect on purchase intention, both directly and indirectly. Brand image and brand trust play a significant mediating role in strengthening the relationship between digital communication and consumer purchase intention. The findings also indicate that digital platform characteristics, user demographics, industry context, and information quality also influence the strength of the relationship between variables. This study provides an in-depth understanding of the mechanisms of purchase intention formation in the digital marketing environment and offers directions for further research related to the exploration of psychological and technological variables that are increasingly relevant to modern consumer behavior

In the digital era, social media has transformed marketing strategies, particularly for MSMEs in the competitive culinary industry. This study aims to analyze the effect of social media marketing and customer experience on brand trust at Pastry XYZ. Using a quantitative approach, data were collected through online surveys from 75 Instagram followers of Pastry XYZ selected through purposive sampling. The data were analyzed using SmartPLS 4.0 with structural equation modeling. The results show that social media marketing has a significant positive effect on brand trust (path coefficient = 0.539, p = 0.000), while customer experience does not significantly affect brand trust (path coefficient = 0.162, p = 0.209). These findings indicate that Instagram-based marketing activities effectively build consumer trust, whereas the current customer experience requires improvement to contribute meaningfully to brand trust development. The study provides practical implications for optimizing social media marketing strategies in the culinary MSME sector. In conclusion, Instagram-based marketing proves to be an effective strategy for building brand trust, whereas customer experience elements require substantial improvement to contribute to trust building.

The rapid growth of social media has transformed the beauty and cosmetics industry, positioning social media influencers (SMIs) as critical intermediaries between brands and consumers. This study conducts a Systematic Literature Review (SLR) of 37 empirical articles published between 2015 and 2025 to synthesize how influencer credibility, authenticity, and parasocial relationships affect consumer behavior, brand perception, and purchase intention. The review follows PRISMA 2020 and bibliometric protocols using Publish or Perish, Scopus, CrossRef, and Covidence for systematic screening. The findings indicate four dominant research themes: (1) source credibility and influencer attributes, (2) authenticity and parasocial relationships, (3) consumer behavioral outcomes such as brand trust and loyalty, and (4) strategic influencer marketing practices. The results reveal that trustworthiness and authenticity consistently mediate the relationship between influencer credibility and purchase intention, while cultural and contextual factors moderate these effects. Moreover, micro- and nano-influencers are increasingly valued for their authenticity and engagement over macro-influencers with larger audiences. The review concludes that influencer marketing in the cosmetics sector has evolved from transactional promotion to relational advocacy, emphasizing ethical transparency, audience alignment, and sustainable consumer loyalty.

This study explores the influence of consumer-brand co-creation behavior on brand trust and purchase intention. It proposes a model where experiential hedonic value acts as a mediator, while electronic word of mouth (eWOM) and corporate social responsibility (CSR) serve as moderators. The proposed hypotheses, grounded in the stimulus–organism–response (S-O-R) framework, were tested using partial least squares structural equation modeling on a sample of 400 social media users. Theoretically, this study refines the S-O-R and co-creation frameworks. Managerially, it highlights the importance of authentic CSR and emotionally engaging eWOM, while urging caution in assuming automatic synergy between co-creation and peer influence. Future research should examine longitudinal effects, cultural factors, and varying forms of eWOM and CSR.

The present study investigates the influence of gender on consumer perceptions toward the marketing strategies of big brands. The primary objective was to examine whether male and female consumers differ in their views regarding manipulative advertising practices, packaging appeal, brand trust, and purchasing behavior. Data were collected from 154 respondents through a structured questionnaire, and the results were analyzed using frequency distribution and chi-square tests. The findings revealed no significant association between gender and consumer perceptions, indicating that both males and females share similar opinions about big brand marketing tactics. The descriptive results showed that a majority of respondents acknowledge the manipulative nature of big brand advertising and agree that promotional strategies, such as attractive packaging and limited-time offers, influence their purchase decisions. However, many participants also expressed skepticism toward exaggerated claims, particularly regarding eco-friendly and sustainability messages. These insights suggest that modern consumers—irrespective of gender—are becoming more informed, critical, and conscious in their buying behavior. The study contributes to the theoretical understanding of consumer awareness and ethical marketing by highlighting the shift from gender-based to value-driven consumer behavior. It also offers practical implications for marketers, emphasizing the need for transparent, authentic, and socially responsible branding to build trust and long-term loyalty. Overall, the research concludes that consumer perceptions are now shaped more by awareness and credibility than by demographic factors like gender, reflecting an evolving marketplace where honesty and authenticity are key determinants of brand success

The instant noodle market in India has witnessed rapid growth, driven by evolving consumer lifestyles, urbanization, and global cultural influences. This study examines the perceptions, preferences, and consumption behaviour of Generation Z consumers toward two prominent instant noodle brands: Maggi, a long-established domestic brand, and Korean ramen, an emerging international product. The research focuses on factors such as taste, price, packaging, brand trust, cultural influence, and social media impact, analysing how these variables shape purchase intentions and loyalty. Data were collected from 156 respondents across Ahmedabad and Bhopal, using a structured questionnaire to assess brand perception and behavioural patterns. Statistical analyses, including demographic summaries, reliability testing, and comparative evaluations, were performed to identify significant trends. The findings reveal that Maggi continues to dominate due to its affordability, emotional connection, and consistent quality, while Korean ramen appeals to younger consumers through novel flavours, premium packaging, and aspirational value. Social media and peer influence play a critical role in shaping Gen Z’s inclination toward international brands. Price sensitivity, brand loyalty, and taste preferences emerged as key determinants influencing purchase decisions. The study offers practical insights for marketers regarding product innovation, pricing strategies, distribution, and digital engagement tailored to youth consumers. Furthermore, the research highlights opportunities for future studies to explore regional variations, health-conscious consumption, and long-term adoption patterns. Overall, this research contributes to a deeper understanding of consumer behaviour in the evolving instant noodle market, bridging domestic and global brand perceptions among India’s youth

This study explores the influence of Social Brand Ambassadors on purchasing decisions for G2Glow products, with Brand Trust as a mediating variable and Hedonic Motivation as a moderating variable. The aim of this research is to determine the extent to which brand ambassadors shape brand trust and how it affects consumer decision-making. A quantitative approach was employed using Partial Least Square (PLS) analysis, and data were collected from 101 respondents via an online questionnaire. The results indicate that Social Brand Ambassadors do not have a direct effect on purchasing decisions but do have a significant indirect effect through Brand Trust. Furthermore, Hedonic Motivation also has a significant influence on purchasing decisions. The analysis of variables reveals that Brand Trust plays a crucial role as a bridge between brand ambassadors and purchasing decisions, while Hedonic Motivation enhances the emotional influence in the buying process. The conclusion of this study highlights that brand trust is a key factor in influencing purchasing decisions, and the strategic use of the right brand ambassador can strengthen that trust. The originality of this study lies in integrating social brand ambassadors, brand trust, and hedonic motivation within a single model, offering a more comprehensive explanation of consumer behavior in the beauty industry. Theoretically, the findings extend consumer behavior and branding literature by showing that emotional and trust-based mechanisms are stronger predictors of purchasing decisions than ambassadorial presence alone, thereby contributing new insights into the role of mediated and moderated pathways in digital marketing contexts. The practical implication is that marketers should emphasize emotional elements and credibility in their promotional strategies.

This study aims to explore the impact of various factors associated with new media marketing (NMA) activities on brand trust and customer loyalty, focusing on the experience of Jordan Islamic Bank (JIB). Drawing on Relationship Marketing Theory (RMT) and a PLS-SEM methodology, the research analyzes the key dimensions of digital marketing activities—participation, openness, relationship building, and community building—and their role in enhancing customer loyalty. Data was collected from a sample of 355 bank customers via an online survey using a convenience sampling technique. Results showed that openness and community building had a significant impact on enhancing customer engagement, while the relationship between participation and brand trust appeared more complex. Building online communities also emerged as one of the most significant determinants of customer loyalty. The study highlights the importance of developing a value-based, community-centric digital presence to ensure sustainable customer relationships. It also recommends aligning digital marketing strategies with cultural and religious values, which is particularly important in the context of Islamic banks.

The instant noodle market in India has witnessed rapid growth, driven by evolving consumer lifestyles, urbanization, and global cultural influences. This study examines the perceptions, preferences, and consumption behaviour of Generation Z consumers toward two prominent instant noodle brands: Maggi, a long-established domestic brand, and Korean ramen, an emerging international product. The research focuses on factors such as taste, price, packaging, brand trust, cultural influence, and social media impact, analysing how these variables shape purchase intentions and loyalty. Data were collected from 156 respondents across Ahmedabad and Bhopal, using a structured questionnaire to assess brand perception and behavioural patterns. Statistical analyses, including demographic summaries, reliability testing, and comparative evaluations, were performed to identify significant trends. The findings reveal that Maggi continues to dominate due to its affordability, emotional connection, and consistent quality, while Korean ramen appeals to younger consumers through novel flavours, premium packaging, and aspirational value. Social media and peer influence play a critical role in shaping Gen Z’s inclination toward international brands. Price sensitivity, brand loyalty, and taste preferences emerged as key determinants influencing purchase decisions. The study offers practical insights for marketers regarding product innovation, pricing strategies, distribution, and digital engagement tailored to youth consumers. Furthermore, the research highlights opportunities for future studies to explore regional variations, health-conscious consumption, and long-term adoption patterns

Purpose: This study investigates the relationship between Corporate Social Marketing (CSM) initiatives and the components of Consumer-Based Brand Equity (CBBE) in Vietnam’s instant noodle market. Grounded in the Stimulus–Organism–Response (SOR) model, it examines how CSM affects brand awareness, brand associations, perceived quality, brand trust, and brand loyalty, as well as the causal relationships among these components. Design/methodology/approach: A structured questionnaire was developed based on validated scales from prior studies, refined through expert consultation, and administered to 600 consumers in Ho Chi Minh City and Hanoi, yielding 552 valid responses. Data were analyzed using SPSS 25 for descriptive statistics and common method bias testing, and SmartPLS 3.0 for measurement validation and structural model assessment, including reliability, convergent and discriminant validity, and hypothesis testing via bootstrapping with 5,000 resamples. Findings: All 10 proposed hypotheses were supported at the 1% significance level. CSM was found to positively and directly influence all five CBBE components, with the strongest total effect on brand trust. Moreover, interrelationships among CBBE components were confirmed—brand awareness, brand associations, perceived quality, and brand loyalty significantly influenced brand trust, and perceived quality emerged as the most important driver of brand loyalty. The model demonstrated strong reliability, validity, predictive capability, and goodness-of-fit. Research limitation/implications: This study used a non-probability sampling approach focusing on adult consumers in urban areas, limiting the generalizability to rural markets. Future research should adopt probability sampling, consider different demographic segments, and extend the model to other product categories, sectors, and countries. Originality/value: This research extends the application of the SOR model to the CSM–CBBE relationship in the fast-moving consumer goods sector, offering empirical evidence from Vietnam’s instant noodle industry. It provides actionable insights for managers on how to leverage CSM initiatives to build brand equity while fostering sustainable social behaviors.

The study investigates the interrelationships among Brand Experience, Brand Emotional Attachment, Brand Rituals and Traditions, Brand Satisfaction, Brand Trust, and Brand Love, and examines how Brand Love influences Brand Affective Commitment among professionals using the Apple brand. Utilizing a sample of 201 respondents, the research reveals significant positive correlations between all studied factors and Brand Love. Specifically, Brand and Brand Trust exhibit very strong positive correlations with Brand Love. The study further identifies a significant positive correlation between Brand Love and Brand Affective Commitment. These findings suggest that enhancing key factors such as Brand Experience, Emotional Attachment, Rituals and Traditions, Satisfaction, and Trust can substantially foster Brand Love, which in turn, strongly contributes to consumer’s Affective Commitment to the brand. The insights from this research are beneficial for brand managers and marketers who seek to foster lasting, emotionally meaningful relationships with their customers.

This study aims to examine each variable that influences its respective role. For example, the influence of product quality on e-WOM, brand image, brand trust, and purchase intention at a dental clinic in Jakarta. This study involved 150 dental clinic patients in Jakarta from December 2023 to February 2024. SmartPLS 4.0 software was used to conduct data analysis using the Structural Equation Model (SEM). The study found that Service Quality, Electronic Word of Mouth, Brand Image, and Brand Trust have a positive effect on Purchase Intention, both directly and indirectly. Service Quality (SQ) has a positive effect on perceived Brand Image, and Quality of Brand Trust (BT) has a positive effect on Brand Trust (BT). This also supports this study. e-WOM has a positive impact. Good service quality at a dental clinic can create a positive perception in the minds of consumers regarding the clinic's image. Positive information from other customers on social media, online reviews, and digital platforms can improve consumers' perceptions of the clinic's service quality (Brand Image) while fostering a sense of security and trust in choosing the clinic (Brand Trust).

This study investigates the influence of brand experience and firm-generated content on brand trust and customer satisfaction within Indonesia’s telecommunications sector, focusing on Telkomsel Prepaid users in Aceh Province. Despite Telkomsel’s dominant market share and superior network infrastructure, recent declines in user numbers suggest a gap between brand promise and actual customer experience. Drawing on theories of experiential marketing and digital brand communication, this research explores how emotional engagement and content credibility shape consumer trust and satisfaction. Using a quantitative explanatory design, data were collected from 204 respondents via structured online surveys and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal that brand experience significantly affects both brand trust and customer satisfaction, while firm-generated content positively influences brand trust but has no direct impact on satisfaction. Brand trust emerges as a strong mediator, linking brand experience and content credibility to overall satisfaction. Multi-group analysis shows no significant generational differences, indicating that trust and experience are universally influential across age segments. These findings underscore the importance of aligning promotional content with actual service quality to maintain brand credibility. Managerially, Telkomsel should prioritize experience-based marketing strategies and responsive digital communication to enhance emotional value and trust. The study contributes to the literature by integrating firm-generated content and brand experience into a unified model of satisfaction, offering practical insights for improving digital engagement and loyalty in competitive telecom markets. Future research is encouraged to expand the geographic scope and incorporate user-generated content for a more holistic understanding of brand dynamics.

ABSTRACT In today’s age of influencers and growing interest in rational (i.e. informative or persuasive) content on social media, marketers need to understand what type of content is most effective. However, it is often unclear what kind of content should be promoted by brands and influencers, especially small influencers (under 100,000 followers). Across two experiments, we found that when small influencers generate persuasive (vs. informative) content, consumers are less likely to engage and purchase. Persuasion knowledge theory suggests consumers perceive persuasive intent, creating scepticism that negatively impacts brand trust and marketing outcomes. This pattern was not observed for brands, where we found no difference between rational content types. This research highlights the importance of adapting content to channels and contributes to content and influencer marketing literature.

This study aims to analyze the influence of Online Customer Review (X₁) and Perceived Value (X₂) on Purchase Intention (Y), with Brand Trust (Z) as a mediating variable among consumers who purchase Samsung smartphones through the Samsung Official Store on Shopee. The research employs a quantitative approach by conducting a survey of 100 respondents in Semarang City who have either purchased or intend to purchase Samsung smartphones via Shopee. Data analysis was performed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The results reveal that Online Customer Review does not have a significant direct effect on Purchase Intention but has a positive and significant impact on Brand Trust. Perceived Value has a significant influence on Purchase Intention both directly and indirectly through Brand Trust mediation. Additionally, Brand Trust positively and significantly affects Purchase Intention, confirming its role as a mediator between Online Customer Review and Perceived Value toward Purchase Intention. These findings suggest that the Samsung Official Store on Shopee should improve the quality of customer reviews and the perceived value of products to strengthen brand trust and encourage consumers’ purchase intentions

The evolution of marketing strategies has led to a significant shift from traditional advertising to influencer marketing, driven by digital transformation and changing consumer behavior. This study explores the effectiveness of influencer marketing compared to traditional advertising by analyzing engagement levels, brand trust, consumer purchase intent, and return on investment (ROI). Using an extensive literature review and case studies, the paper evaluates how social media influencers impact brand perception and customer acquisition versus traditional advertising methods such as television, radio, and print media. The findings suggest that while traditional advertising offers broad reach and credibility, influencer marketing enhances engagement and personalization, making it a powerful tool for digital branding. The study also highlights challenges such as authenticity concerns, measurement complexities, and regulatory considerations. The insights contribute to marketing strategy development for businesses navigating the digital economy. .