E-WOM as an Asset of Branded Content Strategies

Abstract

In recent decades, the transformation of the communication paradigm has triggered brands to experience new communication formats, in which users have gained significant relevance on account of their capacity to influence purchase decisions and brand image through their content shared via e-WOM. It is therefore essential that knowledge about the involvement of consumers in the generation of brand value as a result of their content and experiences shared through e-WOM be further explored. The review allows the definition of a user as micro influencer, on account of their high degree of credibility and trust. As a key conclusion, a conceptual model is proposed outlining the relevance of consumers within the communication strategies of brands, and identifying recommendations for generating positive e-WOM and mitigating negative e-WOM.

The Effect of Social Media Marketing, E-WoM on Purchase Intention Mediated by Brand Image and Brand Trust: Halal Product FnB MSMEs in Malang City

“…Supported by previous research which states that social media marketing has a direct, positive and significant effect on purchasing decisions (Alimudin et al, 2022); (Nisa et al, 2023); (Syalsabila & Hermina, 2023) The second hypothesis states that E-WoM has a positive and significant effect on purchasing decisions with a t-value of 1.982 and a p-value of 0.048 < 0.05, so it can be concluded that H2 is accepted. This research is also in accordance with the previous one which explained that the influence of E-WoM has a positive and significant effect on purchasing decisions (Faizin, Nilowardono, and SI, nd, 2019); (Seo, 2020); (Ridwan & Haryanti, 2022); (Llorente-Barroso, 2023) The third hypothesis states that social media marketing has a positive and significant effect on brand image with a t-value of 3.938 and a p-value of 0.000 <0.05, so it can be concluded that H3 is accepted. This research is the same as previous research which explains the positive and significant influence of social media marketing on brand image (Permatasari & Dwita, 2020); (Fahmi et al, 2020); (Srinita, 2023) The fourth hypothesis is that social media marketing has a positive and significant effect on brand trust with a t-value of 5.151 and a p-value of 0.000 < 0.05, which means that H4 is accepted.…”

The Power of Online Branding: A Closer Look at Canary’s Fashion Industry

“…By adapting the content format style to the brand's target audience in online channels, engagement can be increased [64]. Ultimately, a variety of content can boost the relevance of the brand image, strengthening the brand's connection with its consumers [65].…”

Relationship between Perceived Coolness and Brand Equity: A Mediating Role of Brand Love and Moderating Role of Self-Image Congruence

“…Brand equity is a crucial business asset and a popular research theme (Prados-Pena & Barrio-Garca & 2021). Many significant contributors to brand equity are identified by recent literature (For example, Ren, Choe & Song, 2023;Dinh, Nguyen-Viet & Vo, 2023;Theodora & Berlianto, 2023;Llorente-Barroso, Kolotouchkina & Ferreira, 2023).…”