SWOT Analysis of Electronic Word of Mouth Strategy in Enhancing Local Product Competitiveness: A Case Study of Mabello Indonesia

Authors

  • Andi Afiyah Author
  • Tuti Bahfiarti Author
  • Muhammad Akbar Author

DOI:

https://doi.org/10.64252/vk82dc03

Keywords:

Electronic Word of Mouth, SWOT analysis, Diffusion of Innovations, Digital Communication, MSMEs, local competitiveness

Abstract

The rapid growth of digital communication has made Electronic Word of Mouth (e-WOM) a key factor in shaping consumer opinion and brand competitiveness, especially for local businesses in emerging markets. This study examines how Mabello Indonesia, a leading local cosmetic brand, leverages e-WOM strategies to enhance competitive positioning through a comprehensive SWOT analysis framework. The research is grounded in the Diffusion of Innovations (DOI) theory and employs a qualitative descriptive method. Data collection involved in-depth interviews with key stakeholders and consumers, social media analytics, and sentiment analysis of user-generated content. Thematic analysis, utilizing a SWOT framework, identified Mabello’s strengths in cultural authenticity, strategic influencer partnerships, and certified product legitimacy, which enhances trust and encourages adoption among consumers. Weaknesses include limited platform diversification, delayed responsiveness, and some operational inefficiencies. Opportunities arise from Indonesia’s expanding digital landscape and increasing demand for locally certified products, while threats involve product imitation, market saturation, and challenges to digital reputation. Theoretically, this study advances the field by combining the SWOT and DOI approaches to create a model for understanding e-WOM as a communication strategy. Practically, it provides actionable strategies for MSMEs, including multi-platform optimization and proactive reputation management, to sustain competitiveness in digital markets.

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Published

2025-09-29

Issue

Section

Articles

How to Cite

SWOT Analysis of Electronic Word of Mouth Strategy in Enhancing Local Product Competitiveness: A Case Study of Mabello Indonesia. (2025). International Journal of Environmental Sciences, 1199-1205. https://doi.org/10.64252/vk82dc03