Brand Attitude in Social Networks: The Role of eWoM

Résumé : 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 on Instagram's 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 a crucial role in gaining a competitive advantage. Therefore, the brand relationship is enhanced through eWOM activities.