Currently, the communicative coverage entailed by virtual platforms has been perceived as a profitable opportunity from the perspective of business entities, so that their inclusion is outlined as a strategic tool in order to reduce the distance with their consumers, being able to directly affect their brand loyalty and their purchase intention. Regarding such an initiative, electronic word-of-mouth (E-wom) in social networks since they contribute to the dissemination of information linked to the brand, based on the experience of consumers, who could venture to provide their recommendations.(1)

Therefore, E-wom would be conceived as a convenient ally in the endeavor to promote the positioning of a specific brand, considering indicators such as message evaluation, sender motivation; as well as usability and credibility.(2) In accordance with the “State of Marketing 2020” report, at the global level; 74 % of companies focus their investment on social networks and center their efforts on addressing customer comments and live streams, reaffirming the interactive property that contributes to the percentage of profits and, consequently, to brand value in the market.(3)

Regarding the national landscape, it is asserted that, in general terms, 76% of Peruvians trust content referring to products that can be acquired through internet channels. Specifically, social media platforms were considered reliable from the point of view of 76% of respondents, in contrast with Brazil, where the figure reaches only 51%. Thus, the participation of E-Wom in digital purchases is consistent with the growth in e-commerce profits, which rose to 900%, compared with the previous month of 2020.(4)

From the previous paragraph, it is inferred that customer experience, referring to the consumer's interaction with the product or service associated with a brand, would affect the company's advantageous position in the market. According to marketing specialists, Barnechea (5), consumer experience entails variations in customer loyalty, brand advocacy, and repeat purchases; thereby fostering brand performance. Such a conclusion is not dismissed by Peruvian businesses since it would stimulate their effective commercial progress.(6,7,8,9,10)

Complementary to the foregoing, it should be noted that high competitiveness to achieve and maintain commercial leadership has been linked to two factors, namely changes in consumer preferences and convenience. Consequently, relevance is given to innovation and the promotion of brand value through differentiation, revealing a set of challenges in 2018, among which are highlighted value proposition (68 %), market participation (63 %) and competition (47 %), these being aspects whose impact increased, unlike in 2017. For this reason, it is stated as important that Peruvian companies incorporate the aforementioned data into their strategic marketing approach.(6)

However, from a local perspective, the online boutiques in Tarapoto that have formal sales status, where they offer clothing and accessories, show certain difficulties, since on social media users make unsatisfactory comments about the products they purchased and the boutiques cannot issue a response that resolves the issue. Likewise, the brand equity of these entities would not be sufficiently high, since it does not have a higher level of preference than that held by other brands belonging to the same commercial category; therefore, consumers would not have the products of the aforementioned boutiques among their first purchase options.(11,12,13,14,15,16,17)

Among the factors that would explain the detailed local scenario, it is necessary to indicate that deficiencies regarding the purchasing process and the quality of the products sold are not addressed in a timely manner, since users would be dissatisfied with the speed and appropriateness of the online response; furthermore, there would be no company representatives to handle the negative opinions that some consumers share on social networks, in order to obtain a solution through the appropriate collection of information. Therefore, this would result in consequences such as harming the brand's reputation and adversely affecting income from sales received.

In what way is E-WOM on social media associated with the value of online boutique brands in Tarapoto 2023?

After fulfilling the first specific objective, it was found that E-WOM motivation and brand value were significantly associated, with a p-value of 0.000 and a coefficient of 0.801. Since customers who are motivated to share their experiences and opinions online have a positive influence on others' perception of the boutique's brand, when consumers speak well of the brand online, this can have a direct impact on how the brand is valued and positioned in the market.(18,19,20,21,22,23,24,25) This agrees with evidence from Purwianti (15), who reports that brand image has a positive and significant effect on purchase intention (t=3.028, p=0.003); it is also linked to Torres (16), who stated that E-WOM on social media is directly and significantly related to the score given by users to the brand, as well as to the sentiment developed toward the brand.(26,27,28,29,30,31,32) Based on this, it is noted that E-WOM and customer motivation to share their opinions online are key factors in building brand image and commercial success, where online consumer opinions play an increasingly important role in purchase decision-making.(33,34,35,36,37,38,39,40)

Theoretically, this is supported by Ruiz (17), who points out that the online brand experience (sensory and affective) had a greater impact on the model and a better association with variables such as trust, E-WOM, and satisfaction. Therefore, it is argued that when customers have a positive online experience, this experience not only influences their own perception of the brand but also triggers a series of beneficial secondary effects. This impacts trust and credibility, which increase since personal recommendations are considered more credible than direct advertising; moreover, social influence becomes relevant, as shared online experiences can inspire other consumers to try the brand. The viral effect can cause these experiences to spread rapidly, reaching a much broader audience than expected; coupled with this, the positive emotions evoked by shared experiences can generate an emotional bond between the brand and consumers, strengthening loyalty.(41,42,43,44,45) Ultimately, positive E-WOM increases the brand's online visibility, attracting new customers and providing constant conversion opportunities; these elements combine to make the positive online experience an essential component in building and consolidating a brand's reputation in today's digital world.(46,47,48,49,50,51,52)

Regarding the second specific objective, it was found that the intention to consult E-WOM and brand equity were significantly associated, with a p-value of 0.000 and a coefficient of 0.769. Since customers who intend to search for and trust online opinions and recommendations have a positive influence on how they perceive the boutique's brand, when consumers show interest in consulting E-WOM before making a purchase, this may be related to a higher brand valuation. This agrees with evidence from Sun et al.(18), who show that positive E-WOM significantly affected both national (β=0.387, p=0.000) and foreign brands (β=0.376, p=0.000); this also agrees with Domínguez (19), who stated that E-WOM was significantly related to purchase intention (r=0.786, p=0.000). These findings underscore the importance of online boutiques effectively managing their online presence and fostering customer trust in E-WOM, which could be achieved through strategies that promote positive reviews, active participation in review platforms, and transparency in information about products and services online.(53,54,55,56,57,58)

Theoretically, this is supported by Farzin (20), who explains that eWOM played a role in shaping brand image in consumers’ minds and their consequent purchase intention. Consequently, eWOM becomes a bridge between consumer experiences and brand image, because when customers share their experiences and opinions online, they contribute to the construction of the perception that other consumers have of the brand, and these digital conversations act as authentic testimonials that can influence brand image more effectively than traditional advertising.(59,60,61,62,63)

Regarding the third specific objective, it was found that E-WOM volume and brand value were significantly associated, with a p-value of 0.000 and a coefficient of 0.787, which highlights that the volume of online conversations and mentions can have a substantial impact on the way customers perceive a boutique's brand; in other words, when there is a greater amount of positive or relevant E-WOM around a brand, that brand is more likely to be valued positively by consumers. This agrees with the evidence of Purwianti (15), who reports that e-WOM directly and significantly influences purchase intention (t = 8.000, p = 0.000). It also coincides with Villarroel (21), who states that received e-WOM significantly influenced brand equity (coefficient = 0.264, p = 0.000); in other words, when consumers see a greater volume of positive or relevant E-WOM around a brand, they tend to value it more positively. This may be because the opinions and recommendations of other customers act as validation of the brand's quality and authenticity.(64)

Theoretically, this is supported by Bilal et al. (22), who stated that presence in virtual media responds to a need to forge personal identity, increasing users' confidence and sharing their experience about the products purchased; therefore, there is a greater probability that, when users generate identification on the digital platform, they will have a more satisfactory purchase experience.

Regarding the fourth specific objective, it was found that E-WOM volume and brand equity were significantly associated, with a p-value of 0.000 and a coefficient of 0.811, since the number of online conversations and mentions about a brand has a direct impact on how customers perceive its value; therefore, when E-WOM is abundant and positive, it tends to increase consumers' valuation of the brand. This agrees with the evidence from Budiman (23), who reported that e-WOM exerts a positive and significant effect on both brand image (β = 0.222, p = 0.008) and brand loyalty (β = 0.284, p = 0.000); likewise, it coincides with Seo et al. (24): e-WOM significantly influenced only a single dimension of brand equity: brand awareness (β = 0.472, CR = 5.598, p < 0.01). In other words, when E-WOM is abundant and positive, consumers tend to value the brand more positively; this is because online conversations act as authentic testimonials that validate the quality and authenticity of the brand; moreover, E-WOM can increase brand visibility and generate a constant flow of positive opinions and recommendations, which further reinforces its value.

Theoretically, this is supported by Carvalho et al. (25), who state that E-WOM entails that commercial companies maintain a closer connection with consumers. Consequently, when commercial companies foster and effectively manage E-WOM, they actively participate in online conversations and respond to consumers' opinions and recommendations; this creates a closer and more authentic connection between the company and its customers. Consumers appreciate that companies listen to their comments and engage in online dialogue, which can strengthen the trust relationship.(65)

Finally, regarding the general objective, it was evidenced that E-WOM and brand equity were significantly associated, with a p-value of 0.000 and a coefficient of 0.816, given that E-WOM involves not only monitoring social media and review sites, but also actively participating, responding to customer comments, and promoting the generation of authentic and valuable content that motivates customers to share their positive experiences, which will make it possible to strengthen brand image and achieve market success. This agrees with the evidence of Purwianti (15), who stated that positive e-WOM produces a direct and significant effect on brand image (t = 3.931, p = 0.000); likewise, it coincides with Budiman (23), who states that e-WOM significantly impacts brand equity (β = 0.222, p = 0.008). Consequently, companies that actively participate in online conversations, foster positive E-WOM, and generate authentic content are better positioned to build a solid and successful brand in the digital environment.

Theoretically, this is supported by Carvalho et al. (25), who stated that social networks constitute virtual scenarios where information regarding their perception or assessment of a given brand, both favorable and unfavorable, is disseminated; this can affect other users' decision-making regarding the same brand. Therefore, companies must be aware of the importance of social networks as channels for E-WOM and must actively participate in these conversations, which entails responding to customer comments, fostering positive reviews, and promoting the generation of authentic and valuable content that motivates customers to share their positive experiences.

A predominance of the regular level has been identified, represented by 54.4% in the E-WOM of online boutiques in Tarapoto from the customers' perspective. Therefore, the lack of differentiation among online boutiques in terms of products, prices, or services can lead to a generalized perception of regularity among customers. Likewise, information saturation on social media and the influence of multiple sources of feedback could also dilute the perception of experiences, thus contributing to a predominant percentage of regular opinions. This is accompanied by a lack of incentives to express extreme opinions, leading to a greater proportion of neutral feedback.

The predominance of the regular level accounts for 50.8% of brand equity in online boutiques in Tarapoto from the customers' perspective. This phenomenon can be attributed to several interrelated factors. First, the online boutique market is undergoing a consolidation phase, in which differentiation between brands becomes less evident to consumers. Furthermore, the lack of exceptional experiences can lead to a more neutral perception of brand equity among customers. Therefore, the lack of importance of differentiation strategies and the absence of memorable brand experiences can hinder standing out in an increasingly competitive and diversified market.

It was found that E-WOM and the brand equity of online boutiques show a significant association. In this sense, in an increasingly digital world, the way customers communicate and share their experiences online can have a significant impact on a brand's image and, therefore, on its commercial success, because consumers increasingly value authenticity and the quality of online interactions with brands, which can influence their overall perception and purchase decision. Therefore, the need for online boutiques to proactively manage their online presence and encourage positive customer feedback is highlighted.

It was established that there is a significant association between E-wom motivation on social media and the value of online boutique brands. Therefore, marketing and brand management strategies must include a strong focus on engagement and interaction on social media platforms, emphasizing the importance of actively listening to customers on social media, responding efficiently to their comments and concerns, and encouraging positive word of mouth. Furthermore, this suggests that online boutiques can benefit greatly from engaging their followers and customers on social media by creating relevant and authentic content that generates positive discussions and comments.

There is a significant association between the intention to consult E-wom on social media and the value of online boutique brands. In this sense, consumers increasingly use social media as reliable sources of information and recommendations about products and brands, which may be due to the search for opinions and experiences of other consumers before making purchase decisions. In this context, online boutiques have the opportunity to strengthen their presence on social media and encourage positive reviews and favorable word of mouth.

The significant association between the volume of E-wom on social media and the value of online boutique brands prevails. This suggests that the number of online conversations and mentions can directly impact how these boutiques are perceived and their commercial performance. Therefore, online boutiques must actively pay attention to what is said about them in these spaces and participate effectively in conversations; this includes responding to customer comments, addressing concerns, and fostering positive dialogue.

There is a significant association between the adoption of E-wom on social media and the brand value of online boutiques. Therefore, online boutiques that understand and leverage the power of online recommendations and opinions can reap important benefits. Thus, it is noted that online boutiques that actively adopt strategies to encourage and manage these conversations can influence the perception of their brand and, ultimately, their commercial success.

It is suggested that online boutiques focus on offering unique or exclusive products, as well as personalized services that generate memorable experiences for customers. In addition, it is important to actively manage their social media presence, highlighting distinctive aspects of the boutique and encouraging customer participation through contests, surveys, or interactive promotions. Providing tangible incentives, such as special discounts or gifts, for leaving extreme opinions could also stimulate more diverse and useful feedback. These actions will help break away from perceived regularity and stand out in a competitive market, generating a stronger and more attractive brand image for consumers.

It is recommended to invest in staff training so that staff can provide expert and personalized advice to customers, thereby creating an emotional connection and a unique shopping experience. Likewise, developing creative marketing campaigns that highlight the brand's values and identity will help achieve differentiation in a saturated market. By doing so, online boutiques can increase customer loyalty and stand out from the competition, even in an increasingly diversified and competitive environment.

It is suggested that boutique owners in Tarapoto establish, during the current year, a team responsible for actively monitoring and managing the social media platforms on which the boutique has a presence. This team should respond to customer comments and questions in a timely and professional manner, display a receptive and service-oriented attitude, monitor mentions and reviews of the brand on social media, and address any negative comments constructively, resolving problems whenever possible.

It is recommended that, during the current year, boutique owners in Tarapoto offer discounts or special promotions to customers who leave positive reviews about their purchase. This strategy not only encourages greater customer participation in the creation of positive E-WOM but can also result in a virtuous circle in which satisfied customers generate more sales and, in turn, more opportunities to receive positive reviews.

Boutique owners in Tarapoto, together with the marketing team, are advised to create, during the current year, authentic and valuable content that attracts followers on social media. This content may include posts about products, brand stories, tips related to the boutique's niche, among other types, since this will allow a deeper and more emotional connection to be established with users by sharing authentic stories about the brand and its origin, which can strengthen customer loyalty.

It is recommended that, during the current year, owners of boutiques in Tarapoto implement loyalty programs that reward customers for their commitment to the brand and for sharing their experiences online. These programs should aim to offer incentives such as exclusive discounts, gifts, or early access to products and promotions, since this will motivate customers to actively participate in the creation of positive E-WOM by sharing their experiences and recommending the brand through online reviews and comments.

It is suggested that boutique owners in Tarapoto ensure, during the current year, that boutique profiles on social media are complete and updated with contact information, business hours, and relevant details. This will improve the credibility and trust of the audience by showing that the boutique operates professionally and transparently, and will help avoid confusion or misunderstandings on the part of customers about how to contact or visit the physical store.