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.

翻译：本研究旨在探讨社交媒体中电子口碑（eWoM）营销对品牌态度的影响。具体而言，我们考察了eWoM活动对品牌知名度、品牌破坏、品牌塑造、品牌形象以及品牌竞争的影响。为收集数据，我们在Instagram社交平台上对Vizland鞋类主页的关注者进行了问卷调查。采用SPSS软件进行统计分析，并运用SmartPLS软件检验假设。研究结果表明，eWoM对品牌塑造、品牌形象和品牌知名度具有显著的正向影响，但对品牌破坏没有影响。此外，品牌塑造与品牌破坏在获取竞争优势中发挥着关键作用。因此，eWoM活动有助于增强品牌关系。