Marketing Ethics and Negative e-WOM as Predictors of Switching Intention: The Mediating Role of Customer Trust in a Black Campaign Context

Dila Novita Sari; Heriyadi; Helma Malini; Bintoro Bagus Purmono; Ahmadi

doi:10.61987/jemr.v5i5.3119

Authors

Dila Novita Sari Universitas Tanjungpura
Heriyadi Universitas Tanjungpura
Helma Malini Universitas Tanjungpura
Bintoro Bagus Purmono Universitas Tanjungpura
Ahmadi Universitas Tanjungpura

DOI:

https://doi.org/10.61987/jemr.v5i5.3119

Keywords:

Marketing Ethics, Negative e-WOM, Customer Trust, Switching Intention

Abstract

The rapid growth of the beauty industry has intensified digital marketing competition, while unethical marketing practices may negatively influence consumer perceptions and brand relationships. Allegations of a Black Campaign involving White Inc have generated Negative electronic word of mouth (Negative e-WOM), potentially undermining Customer Trust and increasing Switching Intention. This study aims to examine the effects of Marketing Ethics and Negative e-WOM on Switching Intention, with Customer Trust as a mediating variable. A quantitative approach was employed using purposive sampling to collect data from 200 respondents who were familiar with the Black Campaign issue and exposed to related marketing information and Negative e-WOM. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that Marketing Ethics positively affects Customer Trust and negatively affects Switching Intention, whereas Negative e-WOM negatively affects Customer Trust and positively affects Switching Intention. Customer Trust also negatively affects Switching Intention and significantly mediates the relationships between Marketing Ethics, Negative e-WOM, and Switching Intention. These findings imply that ethical marketing practices and effective management of Negative e-WOM are important for maintaining consumer trust and reducing switching tendencies.

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