Do eWOM and Experiential Marketing Drive Brand Trust and Brand Love for MSME Products?

Abstract

Research on brand trust and brand love influenced by electronic word-of-mouth (eWOM) and experiential marketing is essential because both aspects play a crucial role in shaping consumer perceptions in the digital age. Understanding this relationship enables companies and organizations to design more effective marketing strategies that enhance trust and emotional attachment to brands. This study was conducted to explore the relationship between eWOM and experiential marketing on brand trust and brand love among micro, small, and medium enterprises (MSMEs) around the Ibu Kota Nusantara or Capital City of Nusantara (IKN). A quantitative approach was employed, involving a sample of 170 respondents who are consumers of MSME products. Data analysis was performed using the partial least squares (PLS) approach with the SmartPLS software. The empirical findings confirm three main points. First, eWOM (β = 0.432; p = 0.000) and experiential marketing (β = 0.548; p = 0.000) have a significant positive influence on brand trust. Second, eWOM has a positive but insignificant influence on brand love (β = 0.013; p = 0.826). Third, both experiential marketing (β = 0.636; p = 0.000) and brand trust (β = 0.267; p = 0.002) have a significant positive influence on brand love. This study enriches the literature on consumer behavior by demonstrating that experiential marketing exerts a stronger influence than eWOM in fostering brand trust and brand love. Lastly, the findings encourage MSME owners to prioritize experience-based marketing strategies to boost consumer trust and emotional attachment to the brand, rather than relying solely on the impact of eWOM, particularly in the context of MSMEs operating in emerging areas such as IKN.