The Role of E-WOM as an Intervening Factor in Connecting Marketing Performance in Semarang’s Food and Beverage SMEs to Brand Storytelling and Brand Image Factors

DOI

10.2991/978-2-38476-428-0_4How to use a DOI?

Keywords

E-WOM; Brand Storytelling; Brand Image; Marketing Performance; SMEs

Abstract

The goal of this study is to investigate how brand storytelling and brand image factors relate to the marketing performance of one hundred micro, small, and medium-sized businesses (SMEs) in the food and beverage industry in Semarang through the use of electronic word-of-mouth (e-WOM) as an intervention factor. A questionnaire survey with a Likert scale of 1 to 5 was utilized for sampling. Smart-PLS was used to examine the data. According to the study’s findings, e-WOM and marketing performance are significantly enhanced by brand storytelling and image. It has also been demonstrated that e-WOM can assist in establishing a link between marketing performance and brand storytelling and image. This study suggests that in order to improve e-WOM, SMEs should create communication plans that prioritize brand image reinforcement and storytelling. As a result, SMEs can use e-WOM to boost their market presence and competitiveness while encouraging more sustainable growth in the food and beverage sector. Furthermore, this study informs stakeholders and policymakers about how to design development initiatives that support SMEs in utilizing the potential of digital marketing.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Firdaus Firdaus
AU  - M. Roby Jatmiko
AU  - Wa Ode Sitti Nurrahmah
AU  - Ari Dwi Astono
AU  - Sri Sulistiyaningsih
AU  - Asepta Hendriyanto
AU  - Kukuh Mulyanto
AU  - Nurhayati Nurhayati
AU  - Fiderius Ismanto
AU  - Meizar Effendy
PY  - 2025
DA  - 2025/05/31
TI  - The Role of E-WOM as an Intervening Factor in Connecting Marketing Performance in Semarang’s Food and Beverage SMEs to Brand Storytelling and Brand Image Factors
BT  - Proceedings of the 3th Lawang Sewu International Symposium on Humanities and Social Sciences 2024 (LEWIS HUSO 2024)
PB  - Atlantis Press
SP  - 39
EP  - 57
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-428-0_4
DO  - 10.2991/978-2-38476-428-0_4
ID  - Firdaus2025
ER  -