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Computer Science > Information Theory

arXiv:2109.15315 (cs)
[Submitted on 30 Sep 2021 (v1), last revised 21 Oct 2023 (this version, v2)]

Title:Brand Attitude in Social Networks: The Role of eWoM

Authors:Azita Pourkabirian, Melika Habibian, Azadeh Pourkabirian
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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.
Subjects: Information Theory (cs.IT)
Cite as: arXiv:2109.15315 [cs.IT]
  (or arXiv:2109.15315v2 [cs.IT] for this version)
  https://doi.org/10.48550/arXiv.2109.15315

Submission history

From: Melika Habibian [view email]
[v1] Thu, 30 Sep 2021 17:57:51 UTC (457 KB)
[v2] Sat, 21 Oct 2023 15:24:04 UTC (453 KB)
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