E-WOM on social media associated with the value of online boutique brands Tarapoto 2023

Abstract

Online boutiques in Tarapoto have a need to timely address the perception of their consumers regarding their brand. They communicate it on virtual platforms such as social networks, so that they can positively or negatively influence the purchase decisions of users and, therefore, affect the brand value held by these companies. Therefore, the objective was to determine the association between E-WOM in networks and the brand value of online boutiques Tarapoto 2023. The research was constructed as applied and correlational (associative), the sample consisted of 384 customers to whom questionnaires were applied. The results showed that 54.4% considered the EWOM as regular and the brand value was regular in 50.8%, likewise, it was found that the dimensions E-WOM motivation, intention to consult E-WOM, E-WOM volume, EWOM adoption were significantly associated with the brand value with a significance of less than 0.05. Likewise, the E-WOM in networks is significantly associated with the brand value of online boutiques Tarapoto with a significance equal to 0.000 and a coefficient equal to 0.816. It is concluded that the E-WOM and the brand value of online boutiques presented a significant association, in this sense, in an increasingly digital world, the way in which customers communicate and share their experiences online can have a significant impact on the image of a brand.