Title: Digital era: the effect of electronic word of mouth, online communities, and online advertising on brand image and loyalty

Authors: M. Deepa; Moli Ghosh; R. Jeya Rani; D. Joel Jebadurai; Bandit Aroman

Addresses: School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu, India ' School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu, India ' School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu, India ' Department of MBA, St. Joseph's College of Engineering, Chennai, Tamil Nadu, India ' Department of Research and Innovation, International Islamic College, Krirk University, Bangkok, Thailand

Abstract: The Indian virtual world is growing rapidly, offering advertisers and internet users many options. Online advertising can boost brand awareness, buying intent, and risk reduction. Digital communications help businesses succeed and retain customers. This communication may be word-of-mouth via digital platforms, advertisements, and virtual communities. This research examines digital marketing opportunity elements affecting e-commerce brand image and loyalty. EWOM, online advertising, and online communities let senders disseminate information via social media, email, or SMS with specified populations. The digital influential model's impact is framed by observational learning theory. The descriptive research design and quantitative survey method were used to investigate Chennai internet users' brand-related electronic device purchases. A total of 234 respondents were surveyed online. The study compares EWOM, online advertising, online communities, brand image, and brand loyalty. It shows that EWOM positively impacts brand image and loyalty. This study shows that online communities improve brand image and online advertising quality improves customer decision-making. Brand characterisation depends on social media. The study found that letting customers participate in non-commercial activities, exchange experiences, and establish relationships would boost brand image and loyalty.

Keywords: online advertising; OA; online communities; OC; electronic word of mouth; EWOM; brand image; BI; brand loyalty; BL; customer decision-making power; non-commercial promotions.

DOI: 10.1504/IJIE.2025.145655

International Journal of Intelligent Enterprise, 2025 Vol.12 No.2, pp.171 - 189

Received: 27 Apr 2024
Accepted: 01 Oct 2024
Published online: 11 Apr 2025 *

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