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This study aims to examine the impact of electronic word-of-mouth (eWoM)marketing on branding attitudes in social networks. Specifically, weinvestigate the effects of eWoM activities on brand awareness, branddestruction, branding, brand image, and brand competition. To gather data, weconducted a survey among followers of the Vizland shoe page on the Instagramsocial network. Statistical analysis was performed using SPSS software, andhypotheses were tested using SmartPLS software. The results indicate that eWoMsignificantly and positively influences branding, brand image, and brandawareness, while it does not have an impact on brand destruction. Additionally,branding and brand destruction are found to play a crucial role in gainingcompetitive advantage. Therefore, eWoM activities contribute to enhancing thebrand relationship.

Brand Attitude in Social Networks: The Role of eWoM