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All Journal International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC)
Fadli
Magister Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, Indonesia
Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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THE ILLUSION OF TRUST IN WEB3 MARKETING: RECONFIGURING VALUE CO-CREATION THROUGH TOKENIZED INCENTIVES IN CRYPTO ECOSYSTEMS Nafissa Aisyah Fitri Br Sitepu; Muhammad Dharma Tuah Putra Nasution; Fadli
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 4 (2026): August
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i4.859

Abstract

This study develops a conceptual framework explaining the reconfiguration of value co-creation in Web3 marketing through the mediating mechanisms of authentic trust and illusory trust. The study is motivated by the growing prevalence of tokenized incentives in decentralized digital ecosystems and the lack of theoretical understanding of how these incentives simultaneously enable and distort participation, trust formation, and value co-creation processes. The framework integrates Trust Theory, Service-Dominant Logic, Self-Determination Theory, and Signaling Theory to articulate the relationships between tokenized incentives, dual trust forms, value co-creation quality, and moderating conditions. The results indicate that tokenized incentives positively influence both authentic trust and illusory trust formation, with authentic trust grounded in genuine relational evaluation and system assessment, and illusory trust constructed through incentive-driven signals and economic expectations. Authentic trust positively influences value co-creation quality by enabling meaningful collaboration and sustained engagement, while illusory trust negatively influences value co-creation quality by promoting opportunistic, short-term participation. Furthermore, authentic trust mediates the positive relationship between tokenized incentives and value co-creation quality through an enabling mediation pathway, while illusory trust mediates the negative relationship through a distorting mediation pathway. The framework also identifies that speculative motivation and community identification moderate these relationships. Three structural paradoxes the Incentive–Trust Paradox, the Participation–Value Paradox, and the Growth–Sustainability Paradox illuminate the non-linear and potentially self-undermining dynamics of incentive-driven Web3 ecosystems. These findings suggest that managing Web3 ecosystems effectively requires moving beyond participation metrics toward a deeper understanding of how incentive structures shape the quality of trust and sustainability of engagement.
UI/UX DESIGN, VISUAL ELEMENTS, CONSUMER TRUST, AND ONLINE PURCHASE DECISIONS IN INDONESIA Nur Aulia Khairani; Fadli; Muhammad Dharma Tuah Putra Nasution
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 4 (2026): August
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i4.860

Abstract

This study conducts a comprehensive literature review to examine the influence of UI/UX design and visual elements on online purchase decisions in the Indonesian e-commerce sector, with emotional responses and consumer trust as mediating variables. The study is motivated by the rapid growth of e-commerce in Indonesia, reaching transaction values of IDR 453.75 trillion in 2023, and the increasing importance of user experience in driving consumer loyalty and purchase behavior, yet limited integration of UI/UX design, visual elements, trust, and emotional responses into a comprehensive conceptual model persists. The review synthesizes eighty-five relevant publications spanning the period 2000 to 2026, analyzed through thematic analysis and narrative synthesis to develop a conceptual framework grounded in the Stimulus-Organism-Response model. The results indicate that UI/UX design and visual elements serve as powerful environmental stimuli that positively influence Indonesian consumers' emotional responses and trust, with eighty-four percent of studies finding positive effects on emotional responses, eighty-six percent on visual elements to emotional responses, eighty-three percent on trust, and eighty-five percent on visual elements to trust. Emotional responses and consumer trust jointly mediate the relationship between UI/UX design, visual elements, and online purchase decisions, with eighty-three percent of studies confirming positive mediation effects. The findings suggest that investment in UI/UX design and visual elements is a functional strategy to build trust and evoke positive emotions, with practical recommendations including intuitive navigation, mobile-first design, high-resolution product images, visual trust elements, and design localization for Indonesian consumers.
HOW SHORT-FORM VIDEO MARKETING AND SOCIAL COMMERCE AFFECT GEN Z PURCHASE INTENTION AND LOYALTY Ummu Salmah Tanjung; Fadli; Muhammad Dharma Tuah Putra Nasution
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 4 (2026): August
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i4.861

Abstract

This study examines the influence of short-form video marketing and social commerce on Generation Z purchase intention and brand loyalty in the Indonesian social commerce context, with purchase intention as a mediating variable. The study is motivated by the rapid growth of social commerce in Indonesia, particularly through platforms like TikTok Shop, and the limited research integrating short-form video marketing and social commerce into a comprehensive framework for Generation Z consumers. The sample consists of three hundred Generation Z respondents aged eighteen to thirty years who actively use social media platforms and have experience purchasing products through social commerce features. Structural Equation Modeling with Partial Least Squares approach was employed to test the proposed hypotheses. The results indicate that short-form video marketing has a positive and significant effect on both purchase intention and brand loyalty. Similarly, social commerce has a positive and significant effect on both purchase intention and brand loyalty. Furthermore, purchase intention has a positive and significant effect on brand loyalty. The mediation analysis reveals that purchase intention significantly mediates the relationship between short-form video marketing and brand loyalty, as well as the relationship between social commerce and brand loyalty. These findings suggest that digital marketing strategies first shape consumers' buying intentions before ultimately fostering long-term loyalty, with purchase intention serving as an important bridge between digital engagement and sustainable consumer commitment. The study contributes to the literature on digital marketing and consumer behavior by extending the Stimulus-Organism-Response framework to the context of short-form video marketing and social commerce in emerging markets.
Co-Authors Muhammad Dharma Tuah Putra Nasution Nafissa Aisyah Fitri Br Sitepu Nur Aulia Khairani Ummu Salmah Tanjung