Building Sustainable Brands in the Digital Age: The Influence of New Media Marketing on Brand Trust through ESG Practices

Abstract

This study aims to analyze the impact of New Media Marketing on Brand Trust, mediated by Environmental, Social and Governance (ESG) Practices in the e-commerce industry of Amazon. The research design used was a quantitative one, and primary data was gathered from 780 customers of Amazon by using a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the proposed conceptual model. The results show that the New Media Marketing has a positive and significant effect on ESG Practices and Brand Trust. ESG Practices also positively influence Brand Trust and act as a mediator between New Media Marketing and Brand Trust, underscoring the role of communication on new media and sustainability in building trust among consumers. The findings indicate that incorporating ESG efforts into new media marketing strategies can boost brand credibility, customer trust, and contribute to sustainable brand building in the digital landscape. The study adds to the literature on digital marketing and sustainable branding by presenting empirical evidence of how ESG Practices act as a mediator and providing implications for organizations aiming to enhance consumer trust through responsible and transparent marketing practices.