e-WOM y su influencia en el posicionamiento de la marca TuTi en Manta.

Abstract

This research examines the relationship between electronic word-of-mouth (e-WOM) and its influence on TuTi brand positioning; through a mixed approach and non-experimental design, data were collected from 400 consumers in the city of Manta, using structured and highly reliable surveys, non-parametric correlation analyses with Spearman and Kendall were used to determine the links between variables; The findings show that the e-WOM plays a relevant role in the construction of the brand, highlighting its receptive function among consumers, the significant evidence between the credibility of information and brand identity allows the strengthening of attributes such as recognition, coherence and differentiation; the study provides understanding of digital consumer behaviour, revealing that despite the positive assessment of the brand, the active participation of the public is limited, opening new avenues of enquiry to understand its passive role.