Brand Attitude in Social Networks: The Role of eWoM

The aim of this study is to analyze the impact of electronic word-of-mouth (eWoM) marketing on branding attitude in social networks. We treated eWOM activities on brand awareness, brand destruction, branding, brand image and brand competition. The data was gathered through the followers of Wiesland shoe page in Instagram social network. We conduct the statistical analysis by Spss software and apply SmartPls software to test the hypotheses. The results confirm that eWoM plays a significant and positive role in branding, brand image and brand awareness whereas it does not have an influence on brand destruction. On the other hand, branding and brand destruction play crucial role in gaining competitive advantage. Therefore, the brand relationship is enhanced through eWOM activities.

[1]  B. Pan,et al.  A retrospective view of electronic word-of-mouth in hospitality and tourism management , 2017 .

[2]  Gaby Odekerken-Schröder,et al.  Using PLS path modeling for assessing hierarchial construct models: guidelines and impirical illustration , 2009 .

[3]  Andrew J. Czaplewski,et al.  eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty , 2006 .

[4]  M. Jalilvand,et al.  The effect of electronic word of mouth on brand image and purchase intention , 2012 .

[5]  Waseso Segoro,et al.  The Influence of Customer Satisfaction, Switching Cost and Trusts in a Brand on Customer Loyalty – The Survey on Student as im3 Users in Depok, Indonesia☆ , 2014 .

[6]  Michel Tenenhaus,et al.  PLS path modeling , 2005, Comput. Stat. Data Anal..

[7]  Sucherly,et al.  How Word of Mouth Influence Brand Equity for Automotive Products in Indonesia , 2013 .

[8]  Jason Q. Zhang,et al.  When does electronic word-of-mouth matter? A study of consumer product reviews☆ , 2010 .

[9]  Lailatul Faizah Abu Hassan,et al.  Determinant of customer loyalty in Malaysian takaful industry , 2014 .

[10]  Hs Chris Choi,et al.  Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity , 2018 .

[11]  S. Hudson,et al.  The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees , 2015 .

[12]  Örjan Sölvell,et al.  The Competitive Advantage of Nations 25 years – opening up new perspectives on competitiveness , 2015 .

[13]  Naresh K. Malhotra,et al.  Marketing innovation: A consequence of competitiveness , 2016 .

[14]  Yogesh Kumar Dwivedi,et al.  Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions , 2017 .

[15]  Mustafa İlkan,et al.  eWOM, Revisit Intention, Destination Trust and Gender , 2017 .