Brand equity and electronic word of mouth in digital environments

Abstract

Introduction: The study addressed the role of electronic word of mouth (e-WOM) in shaping brand value in digital environments. It began with the recognition that interactions on social media and virtual platforms changed consumer perception, credibility, and preference, influencing variables such as brand image, attitude toward the brand, purchase intention, and loyalty.
Development: International and national findings were analyzed, showing that positive e-WOM had direct and significant effects on brand image, recognition, and purchase intention in different geographical contexts. It was also observed that factors such as trust, sense of belonging, and virtual community enhanced the effectiveness of e-WOM in generating symbolic and commercial value. At the local level, online brand experiences were linked to trust, satisfaction, and loyalty, although the influence of social media on purchasing decisions depended on the type of platform and the user's mode of interaction. Theoretically, the analysis was based on the Information Adoption Model and Social Identity Theory, which explained the persuasive and identity-building processes in digital communities.
Conclusions: It was concluded that e-WOM functioned as a strategic determinant of brand value by consolidating reputation, differentiation, and sustained preference. Furthermore, brand value was understood as a multidimensional construct based on loyalty, perceived quality, image, trust, and empathy, the management of which proved key to organizational competitiveness.