Online review credibility and digital campaigns impact consumer decisions through e-reputation mediation
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Published:
Feb 28, 2024
Keywords:
Credibility of Online Reviews, Effectiveness of Digital Campaigns, Consumer Purchasing Decisions, E-Reputation
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Economy
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Abstract
This article investigates the intricate dynamics influencing consumer behavior within the digital landscape, focusing on PT Sakura Dwi Mandiri as a case study. The study explores the relationships between Online Review Credibility, Digital Campaign Effectiveness, E-Reputation, and Consumer Purchasing Decisions. The findings underscore the substantial impact of online review credibility on both e-reputation and consumer purchasing decisions, emphasizing the pivotal role of perceived trustworthiness in shaping consumer choices. Additionally, the study reveals a direct and significant influence of e-reputation on consumer purchasing decisions, highlighting the strategic importance of cultivating a positive digital image. While the direct effect of digital campaign effectiveness on e-reputation falls short of significance, a marginally significant indirect effect suggests a potential influence on consumer decisions mediated by e-reputation. The insights gained offer valuable implications for businesses, providing guidance on managing online review credibility and cultivating a positive e-reputation to drive favorable consumer purchasing decisions in the dynamic digital marketplace
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How to Cite
Afifah, N. and Nabila Putri, H. . (2024) “Online review credibility and digital campaigns impact consumer decisions through e-reputation mediation”, Jurnal Mantik, 7(4), pp. 3292-3299. doi: 10.35335/mantik.v7i4.4627.
References
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Shah, S. A., Shoukat, M. H., Jamal, W., & Shakil Ahmad, M. (2023). What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information. SAGE Open, 13(2), 1–15. https://doi.org/10.1177/21582440231179712
Su, L., Yang, Q., Swanson, S. R., & Chen, N. C. (2022). The impact of online reviews on destination trust and travel intention: The moderating role of online review trustworthiness. Journal of Vacation Marketing, 28(4), 406–423. https://doi.org/10.1177/13567667211063207
Susan Athey, Kristen Grabarz, Michael Luca, and N. C. W. (2022). The Effectiveness of Digital Interventions on COVID-19 Attitudes and Beliefs. Nber.
Wang, Q., Zhang, W., Li, J., Mai, F., & Ma, Z. (2022). Effect of online review sentiment on product sales: The moderating role of review credibility perception. Computers in Human Behavior, 133(September 2021), 107272. https://doi.org/10.1016/j.chb.2022.107272
Yue, C. A., Thelen, P. D., & Walden, J. (2023). How empathetic leadership communication mitigates employees’ turnover intention during COVID-19-related organizational change. Management Decision, 61(5), 1413–1433. https://doi.org/10.1108/MD-01-2022-0011
Advenita, M., Elmada, G., Elmaresa, M. V., Wardhani, S., Adelina, W., & Putri, N. (2022). JURNAL KOMUNIKASI PROFESIONAL Online reputation management with an Electronic word of mouth approach. 6(2), 119–128.
Al Adwan, A., Kokash, H., Al Adwan, R., & Khattak, A. (2023). Data analytics in digital marketing for tracking the effectiveness of campaigns and inform strategy. International Journal of Data and Network Science, 7(2), 563–574. https://doi.org/10.5267/j.ijdns.2023.3.015
Almeida, F., & Santos, J. D. (2020). The Role of Social Networks in the Internationalisation of Startups: LinkedIn in Portuguese Context. Management and Marketing, 15(3), 345–363. https://doi.org/10.2478/mmcks-2020-0020
Baber, R., & Baber, P. (2022). Influence of social media marketing efforts, e-reputation and destination image on intention to visit among tourists: application of S-O-R model. Journal of Hospitality and Tourism Insights, December 2022. https://doi.org/10.1108/JHTI-06-2022-0270
Basri, W. S., & Siam, M. R. A. (2017). Maximizing the social media potential for small businesses and startups: A conceptual study. International Journal of Economic Perspectives, 11(2), 241–245.
Cakranegara, P. A., Kurniadi, W., Sampe, F., Pangemanan, J., & Yusuf, M. (2022). The impact of goods product pricing strategies on consumer purchasing power: a review of the literature. Jurnal Ekonomi, 11(03), 2022.
Castellano, S., Khelladi, I., Chipaux, A., & Kupferminc, C. (2014). The Influence of Social Networks on E-Reputation. International Journal of Technology and Human Interaction, 10(4), 65–79. https://doi.org/10.4018/ijthi.2014100105
Chen, W. K., Chen, C. W., & Silalahi, A. D. K. (2022). Understanding Consumers’ Purchase Intention and Gift-Giving in Live Streaming Commerce: Findings from SEM and fsQCA. Emerging Science Journal, 6(3), 460–481. https://doi.org/10.28991/ESJ-2022-06-03-03
Coleman, L. J., Wu, P. L., & Luther, R. (2014). Hair-brained or great-hair business?. Assessing alternative markets and product-service designs for successful startups by small-retail entrepreneurs. Journal of Business Research, 67(6), 1136–1144. https://doi.org/10.1016/j.jbusres.2013.05.020
Fernandes, S., Panda, R., Venkatesh, V. G., Swar, B. N., & Shi, Y. (2022). Measuring the impact of online reviews on consumer purchase decisions – A scale development study. Journal of Retailing and Consumer Services, 68, 0–34. https://doi.org/10.1016/j.jretconser.2022.103066
Frimayasa, A., & Nasution, I. H. (2022). The Influence Of Social Media, Celebrity Endoser, And Brand Image On Consumer Purchase Decisions At Tokopedia. The Influence Of Social Media, Celebrity Endoser, And Brand Image On Consumer Purchase Decisions At Tokopedia, 1(3), 1–10.
García-Salirrosas, E. E., & Rondon-Eusebio, R. F. (2022). Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior. Sustainability (Switzerland), 14(14). https://doi.org/10.3390/su14148499
Gupta, G., & Bose, I. (2019). Strategic learning for digital market pioneering: Examining the transformation of Wishberry’s crowdfunding model. Technological Forecasting and Social Change, 146(December 2017), 865–876. https://doi.org/10.1016/j.techfore.2018.06.020
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Kano, K., Choi, L. K., Riza, B. subhan, & Dinda octavyra, R. (2022). Implications of Digital Marketing Strategy The Competitive Advantages of Small Businesses in Indonesia. Startupreneur Business Digital (SABDA Journal), 1(1), 44–62. https://doi.org/10.34306/sabda.v1i1.72
Khan, S. (2023). Evaluating the Impact of eWOM Adoption on Consumer Purchasing Intentions. International Journal of Social Sciences and Entrepreneurship (IJSSE), 3(1), 2790–7724.
Lin, C. A., & Xu, X. (2017). Effectiveness of online consumer reviews. Internet Research, 27(2), 362–380. https://doi.org/10.1108/IntR-01-2016-0017
Rachbini, W., Soeharso, S. Y., Wulandjani, H., Rahayu, S., Rahmawati, E., & Suyanto. (2023). the Impact of Brand Society and Narrative Branding on Brand Image and Its Implications on Consumer Purchase Behavior: a Case Study of Luxury Fashion Brands in Jakarta. Journal of Law and Sustainable Development, 11(7), 1–21. https://doi.org/10.55908/sdgs.v11i7.1387
Ridzuan, A. R., Geo, H. J., Hassan, H., Rahman, Z. A., Othman, N., Zulkarnain, A., & Luthfia, A. (2022). Social media platforms in promoting effectiveness campaign during Covid-19. AIP Conference Proceedings, 2617(November). https://doi.org/10.1063/5.0119799
Shah, S. A., Shoukat, M. H., Jamal, W., & Shakil Ahmad, M. (2023). What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information. SAGE Open, 13(2), 1–15. https://doi.org/10.1177/21582440231179712
Su, L., Yang, Q., Swanson, S. R., & Chen, N. C. (2022). The impact of online reviews on destination trust and travel intention: The moderating role of online review trustworthiness. Journal of Vacation Marketing, 28(4), 406–423. https://doi.org/10.1177/13567667211063207
Susan Athey, Kristen Grabarz, Michael Luca, and N. C. W. (2022). The Effectiveness of Digital Interventions on COVID-19 Attitudes and Beliefs. Nber.
Wang, Q., Zhang, W., Li, J., Mai, F., & Ma, Z. (2022). Effect of online review sentiment on product sales: The moderating role of review credibility perception. Computers in Human Behavior, 133(September 2021), 107272. https://doi.org/10.1016/j.chb.2022.107272
Yue, C. A., Thelen, P. D., & Walden, J. (2023). How empathetic leadership communication mitigates employees’ turnover intention during COVID-19-related organizational change. Management Decision, 61(5), 1413–1433. https://doi.org/10.1108/MD-01-2022-0011
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