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All Journal Jurnal Manajemen Teori dan Terapan JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen
Mohd Salleh, Muhammad Zulfaris
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Green beauty care choices: Mediating effects of self-generated word of mouth on Gen Z buying behavior Athia, Ita; Amin, Muh. Sirojuddin; Mohd Salleh, Muhammad Zulfaris
JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen Vol. 21 No. 1 (2024): JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen
Publisher : University of Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31106/jema.v21i1.21697

Abstract

With growing concern about environmental issues, purchasing behavior has significantly changed, especially among women. They now seek extensive information about environmentally friendly beauty care brands, often relying on word of mouth to guide their decisions. Existing studies on word of mouth largely focus on the receiver perspective. However, there is a notable gap in studies examining the impact of word of mouth on the senders themselves. Motivated by addressing this significant gap in the literature, we dedicate this exploratory study to investigating sender outcomes, such as purchase decisions. To gather relevant data, we used purposive and snowball sampling methods, specifically targeting Indonesian Gen Z women who are aware of environmental issues and use beauty care products. Results from PROCESS Macro Model 4, based on responses from 253 respondents, show that the high perception of environmentally friendly beauty care product quality significantly affects both word of mouth and repurchase intention, both directly and indirectly. While an environmentally friendly brand image directly impacts repurchase intention, it does not influence WOM. This suggests that Gen Z is more likely to tell and share their experiences about the benefits and effectiveness of high-quality, natural ingredient beauty care products rather than the brand’s environmental commitments and activities.
When Credibility Meets Narrative: Dual Mechanisms Driving Consumer Brand Engagement Rahmawati; Primanto, Alfian Budi; Arifin, Rois; Mohd Salleh, Muhammad Zulfaris
Jurnal Manajemen Teori dan Terapan| Journal of Theoretical and Applied Management Vol. 18 No. 3 (2025)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jmtt.v18i3.79988

Abstract

Objective: Utilizing Source Credibility Theory and Narrative Persuasion Theory, this study develops a framework that positions influencer credibility and storytelling as dual antecedents of positive emotion and consumer trust toward consumer brand engagement. Homophily is introduced as a boundary condition that strengthens or weakens the pathways from emotion and trust to engagement. Design/Methods/Approach: A quantitative research design was employed using an online survey distributed to active social media users who follow brand-endorsing influencers. 416 respondents meet with criteria and PLS-SEM technique is applied for data analysis Findings: Results reveal that influencer credibility enhances consumer brand engagement through the mediation of positive emotion, whereas storytelling influences consumer brand engagement via consumer trust. Furthermore, homophily significantly strengthens the effect of positive emotion on engagement but has a weaker moderating influence on the trust–engagement relationship. Originality/Value: This study contributes to the influencer marketing and advertising literature by integrating affective and cognitive perspectives into a unified engagement framework. It extends existing theories by demonstrating how credibility and storytelling operate through parallel emotional and trust-based processes, and by identifying homophily as a boundary condition that differentiates emotional from cognitive persuasion. Practical/Policy implication: Given the results, managers seeking to create successful influencer-driven marketing campaigns are advised to collaborate with credible influencers who can communicate brand messages through authentic storytelling formats. Campaigns should also target audiences with shared lifestyles and values to enhance emotional resonance and trust formation. These strategies will optimize brand engagement and strengthen long-term consumer relationships in social media advertising.
Co-Authors Alfian Budi Primanto Amin, Muh. Sirojuddin Ita Athia Rahmawati Rois Arifin