<![CDATA[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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