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This paper aims to investigate the effect of electronic-word-of-mouth(e-WOM)on brand awareness and equity for the emerging segment of sunset restaurants. By applying the method of user-generated content analysis the current research examines the impact of reviews posted on TripAdvisor regarding sunset restaurants in Thailand. The findings of the study indicate that certain contextual elements along with content characteristics enhanced the brand relationships between the travelers and diningdoi:10.34257/gjmbrevol19is5pg1 fatcat:rmcqp3ajpbb2hln4ul445nu6d4