Determination of Brand Trust by Social Media Advertising and ElectronicWord of Mouth

Abstract

This study aims to investigate the influence of social media advertising and electronic word-of-mouth
(e-WOM) on brand trust. Although previous research has explored brand trust, limited attention has been given to
the role of social media advertising, creating a gap that this study addresses. Trust is a key factor in consumer
purchasing decisions, making it important to understand how it is built in the digital era. A quantitative research
approach was employed, using purposive sampling with 343 respondents aged 18 to 40 living in Jabodetabek who
wear Aerostreet sneakers. Data were collected through an online questionnaire distributed via Google Form in
March 2025. The analysis was conducted using Partial Least Squares (SmartPLS version 4.1.0.0). Findings reveal
that both social media advertising and e-WOM have a positive and significant effect on brand trust. These results
confirm that brand trust is not only formed by formal marketing communication (advertising) but also by informal
communication (e-WOM), which plays a critical role in consumer evaluation. This study contributes to marketing
literature by demonstrating that modern consumers rely on both marketer-driven messages and social network
interactions. The findings provide practical implications for local brands, emphasizing the importance of
leveraging social media advertising and e-WOM strategies to strengthen brand trust and support business growth