Brand Attitude in Social Networks: The Role of eWoM

TL;DR

This study investigates how electronic word-of-mouth (eWoM) marketing on social networks influences brand attitudes, showing positive effects on brand awareness, image, and branding, but not on brand destruction, with implications for competitive advantage.

Contribution

It provides empirical evidence on the specific impacts of eWoM activities on various brand attitudes within social networks, highlighting their role in brand relationship management.

Findings

eWoM positively affects brand awareness, image, and branding

eWoM has no significant impact on brand destruction

Branding and brand destruction influence competitive advantage

Abstract

This study aims to examine the impact of electronic word-of-mouth (eWoM) marketing on branding attitudes in social networks. Specifically, we investigate the effects of eWoM activities on brand awareness, brand destruction, branding, brand image, and brand competition. To gather data, we conducted a survey among followers of the Vizland shoe page on the Instagram social network. Statistical analysis was performed using SPSS software, and hypotheses were tested using SmartPLS software. The results indicate that eWoM significantly and positively influences branding, brand image, and brand awareness, while it does not have an impact on brand destruction. Additionally, branding and brand destruction are found to play a crucial role in gaining competitive advantage. Therefore, eWoM activities contribute to enhancing the brand relationship.