The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media

Eun Ju Seo; Jin-Woo Park; Yu Jin Choi

doi:10.3390/su12041691

The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media

Sustainability ◽

10.3390/su12041691 ◽

2020 ◽

Vol 12 (4) ◽

pp. 1691 ◽

Cited By ~ 5

Author(s):

Eun Ju Seo ◽

Jin-Woo Park ◽

Yu Jin Choi

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Brand Awareness ◽

Social Characteristics ◽

Equation Modeling ◽

Intangible Asset ◽

Empirical Methods ◽

Media Usage ◽

Information Characteristics

Brand equity is a valuable intangible asset for companies, yet is increasingly difficult in managing in an era with hard to control social media. The purpose of this study was to investigate the effect of social media usage characteristics on electronic word-of-mouth (e-WOM), trust, and brand equity by dividing the characteristics to personality, social, and information. A survey was administered to 430 respondents who had experience of using airline social media and the collected data was analyzed using structural equation modeling. The results showed that the personality and informational characteristics from social media usage had statistically significant effects on e-WOM. It was found that the e-WOM had significant effects on trust and also on brand awareness. The trust was shown to have a statistically significant effect on brand awareness and brand image. Therefore, this study categorizes social media usage characteristics into three characteristics: personality characteristics, social characteristics, and information characteristics, and each of these usage characteristics present a strategy to improve actual brand equity of airline through e-WOM and trust in empirical methods. The findings of this study are expected to provide fundamental data for the development of strategies related to airline social media. In addition, this study has implications for suggesting to improve brand equity through e-WOM and trust.

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A Study on the Influence of the Information Characteristics of Airline Social Media on e-WOM, Brand Equity and Trust

The Open Transportation Journal ◽

10.2174/1874447801812010289 ◽

2018 ◽

Vol 12 (1) ◽

pp. 289-300

Author(s):

Eun-Ju Seo ◽

Jin-Woo Park

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Information Quality ◽

Brand Image ◽

Brand Awareness ◽

Information Quantity ◽

Information Credibility ◽

Information Characteristics

Background: This study investigates the effect of three of the information characteristics of airline social media – information quantity, information credibility and information quality – on brand equity and trust through electronic Word-Of-Mouth (e-WOM). Methods: For the analysis, we surveyed 430 passengers who had used airline social media and analyzed the collected data using a structural equation. Results: The results of the analysis showed that while the information quantity and information quality of airline social media had a significant effect on e-WOM, information credibility did not have a significant effect. e-WOM had a significant effect on brand awareness and brand image. Brand image and e-WOM also had a significant effect on trust, but brand awareness did not have a statistically significant effect on trust. Conclusion: This study establishes a model for the information characteristics of social media and can be utilized as basic data to explain how airlines should manage and utilize social media information.

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The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽

10.46961/mediasi.v2i3.396 ◽

2021 ◽

Vol 2 (3) ◽

pp. 163-180

Author(s):

Dwi Mandasari Rahayu

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Consumer Response ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Trust ◽

Study Results ◽

Brand Involvement ◽

The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand

HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION ◽

10.46223/hcmcoujs.econ.en.10.1.217.2020 ◽

2020 ◽

Vol 10 (1) ◽

Author(s):

Tran Tien Khoa ◽

Nguyen Van Phuong ◽

Trinh Vu Anh Thi ◽

Nguyen Thi Minh Nguyet ◽

Tran Van Dien ◽

...

Keyword(s):

Brand Equity ◽

Structural Equation ◽

Brand Names ◽

Brand Awareness ◽

Equation Modeling ◽

Agricultural Product ◽

Consumer Responses ◽

Brand Association ◽

Marketing Activities ◽

The Government

This thesis study wants to implement a model test for better understandings of brand equity and consumer responses toward Cho Gao Dragon Fruit brand. With the rapid growth of agriculture, including domestic consumption and export of the dragon fruits, it is crucial to differentiate the Cho Gao Dragon Fruits to other competitors in both domestic and foreign markets. Using Structural equation modeling (SEM) to analyze the data of 274 questionnaires to investigate the effects of brand equity and its dimensions on consumer responses. The results show that brand equity dimensions such as brand awareness, brand association, perceived quality are interrelated and those dimensions have a direct and significant effect on brand equity, except brand awareness. The results support the assumption that brand equity has a positive relationship with consumer responses. The findings shed light on the current issues of the market for dragon fruits, which enables us to provide some suggestions for the Government to facilitate farmers and traders in building brand names, marketers for doing marketing activities, and students to know about brand equity of agricultural product such as dragon fruits.

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Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention

International Journal of Data and Network Science ◽

10.5267/j.ijdns.2021.9.017 ◽

2022 ◽

Vol 6 (1) ◽

pp. 107-114 ◽

Cited By ~ 1

Author(s):

Nihayatul Maskuroh ◽

Mochammad Fahlevi ◽

Dasih Irma ◽

Rita Rita ◽

Arbi Siti Rabiah

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Customer Relationships ◽

Social Media Marketing ◽

Equation Modeling ◽

Main Function ◽

Research Model ◽

Repurchase Intention ◽

Marketing Activity

Consumers today are individuals who fulfill life needs such as shopping using e-commerce. In its fulfillment, consumers can change in terms of purchasing decisions from one e-commerce to another e-commerce. This requires the company to always have a good strategy to compete in a healthy manner in terms of business. To learn about the importance of social media marketing activity, this study will find out how much influence the social media marketing activity received by e-commerce companies has on brand equity, customer relationships and repurchase intention. In addition, the study will learn how much influence brand equity and customer relationship have on an e-commerce company's repurchase intention. In this study, the survey is conducted by distributing questionnaires to respondents online where the research sample has several questions related to the habits and behavior of respondents. This research uses a sample of 210 people who are domiciled in Indonesia. In the research model, the study uses Structural Equation Modeling (SEM) analysis and the software used for this research is IBM SPSS AMOS. The results of the influence of social media marketing activities have the largest positive influence on customer relationships, brand equity is the main and biggest factor that positively and significantly affects repurchase intention in this research model. The accumulated experience and knowledge of consumers about a brand is a factor that can influence consumers to repurchase the same brand. Brand equity not only provides immediate benefits, but also long-term benefits by retaining consumers to continue to repurchase their products. A strong brand will make consumers always remember the brand. The study explains that customer relationships do not have any significant effect on repurchase intention. The main function of customer relationships at first and now is to try to reach their consumers more broadly, especially related to purchases, but this is not proven in repurchases, especially in this study. Customer relationships in the study did not have any significant effect on repurchase intention.

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Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products

International Journal of Business and Management ◽

10.5539/ijbm.v11n4p265 ◽

2016 ◽

Vol 11 (4) ◽

pp. 265 ◽

Cited By ~ 1

Author(s):

Jamshid Jafari Drabjerdi ◽

Masoud Arabi ◽

Maryam Haghighikhah

Keyword(s):

Brand Equity ◽

Dairy Products ◽

Structural Equation ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Explanatory Role ◽

Effective Factors ◽

Brand Association ◽

Monetary Promotions

Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.

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Online Reputation and Stress: Discovering the Dark Side of Social Media

FIIB Business Review ◽

10.1177/2319714520948171 ◽

2020 ◽

Vol 10 (2) ◽

pp. 181-192

Author(s):

Faseeh Amin ◽

Mohammad Furqan Khan

Keyword(s):

Social Media ◽

University Students ◽

Structural Equation ◽

Negative Impact ◽

Dark Side ◽

Equation Modeling ◽

Media Dependency ◽

Media Usage ◽

Online Reputation ◽

The Relationship

The research on social media has mostly focused on its utilitarian aspects for both businesses and individuals. With growing embedment of social media in our individual affairs, it is important to study its negative impact on its users. This study provides an important perspective by studying social media user’s concern for online reputation and its relationship with stress which is moderated by social media dependency. This study was conducted on university students in India on a sample size of 350. Using Structural Equation Modeling, the relationship between ‘concern for online reputation’ and ‘social media stress’ was tested which revealed there is a positive relationship between the two variables. The results also suggest positive moderating role played by social media dependency in the relationship between ‘concern for online reputation’ and ‘social media stress’. This study has important implication for sociologist, psychiatrists and psychologists who will be keen to study this domain. Since this study was conducted on university students, it also has implications for parents and guardians who want to keep a check on their wards to prevent them from stress caused by social media usage.

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Relationship between social media marketing practices and customer response with mediating role of brand equity dimensions: an empirical investigation

Independent Journal of Management & Production ◽

10.14807/ijmp.v12i5.1425 ◽

2021 ◽

Vol 12 (5) ◽

pp. 1583-1599

Author(s):

Elmira Shadi ◽

Ailar Ebrahimi Hesari ◽

Behzad Shahrabi

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Brand Equity ◽

Structural Equation ◽

Study Data ◽

Social Media Marketing ◽

Equation Modeling ◽

Mediating Role ◽

Survey Sample

This study aims to investigate the relationship between social media marketing practices and customer response with consideration of the mediating role of brand equity dimensions through structural equation modeling in an empirical case study. Data are analyzed using structural equation modeling. The following findings are found: The results show that there is a significant relationship between social media marketing practices and customer response in the survey sample. Additionally, the hypothesis about the mediating role of brand equity dimensions is also supported. The results of our research augment our understanding of the role of social media marketing practices in stimulating customer response (electronic word-of-mouth and commitment) and the role of brand equity dimensions (brand awareness and brand image).

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Explaining mobile government social media continuance from the valence perspective: A SEM-NN approach

PLoS ONE ◽

10.1371/journal.pone.0246483 ◽

2021 ◽

Vol 16 (2) ◽

pp. e0246483

Author(s):

Yubo Peng ◽

LingWu Wang ◽

Shuiqing Yang

Keyword(s):

Neural Network ◽

Social Media ◽

Structural Equation ◽

Social Value ◽

Equation Modeling ◽

Research Model ◽

Media Usage ◽

Hedonic Value ◽

The Neural Network ◽

Using Data

Different from many previous studies explain mobile social media usage from a technical-center perspective, the present study investigates the factors that influence citizens’ mobile government social media (GSM) continuance based on the valence framework. The research model was calculated by using data collected from 509 citizens who are the mobile GSM users in China. A structural equation modeling (SEM)-neural network (NN) method was employed to test the research model. The results of SEM indicated that the positive utilities included social value and hedonic value positively affect mobile GSM continuance, while the negative utility reflected by self-censorship negative affect mobile GSM continuance. This is further supported by the results of the neural network model analysis which indicated that hedonic value is more influencing predictor of continuous usage of mobile GSM, following by social value and self-censorship.

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The role of brand equity in increasing buying interest

Management Science Letters ◽

10.5267/j.msl.2021.3.009 ◽

2021 ◽

pp. 1999-2010

Author(s):

Gita Sugiyarti ◽

Aris Mardiyono

Keyword(s):

Structural Equation Modeling ◽

Brand Equity ◽

Structural Equation ◽

Brand Image ◽

Sales Promotion ◽

Brand Awareness ◽

Equation Modeling ◽

Significant Positive Effect ◽

Positive Effect

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

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