The Effects of Sustainable Marketing Communication, Digital Trust, and Brand Love on Electronic Word-of-Mouth Intention in Mobile Banking Applications

Abstract

The objective of this research is to examine the effects of Sustainable Marketing Communication, Digital Trust, and Brand Love on Electronic Word of Mouth Intention of mobile banking application users. The research employed a quantitative approach by conducting a survey to mobile banking app users in Indonesia. A purposive sampling technique was adopted where the respondents were selected based on their active use of mobile banking apps, experience in using mobile banking apps to perform financial transactions and exposure or interaction with the digital marketing communications from the banks they use. The data collection is done by using online questionnaire through google form and the data is analyzed by multiple linear regression. The results show that Sustainable Marketing Communication, Digital Trust, and Brand Love have a good and significant impact on Electronic Word of Mouth Intention. The findings indicate that the emotional attachment of the users to a brand has an important role in their willingness to share positive experiences, recommend, write positive reviews and encourage others to use mobile banking apps. The results also suggest that mobile banking providers need to create strong emotional connections with users, enhance trust in the security and reliability of digital services, and develop credible and consistent sustainability marketing communications to strengthen Electronic Word of Mouth Intention sustainably.