Abstract
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.
Highlights
Social media is a space that allows consumers to discuss freely exchanged opinions
Social media has dramatically changed the process for how brand contents is created distributed and consumed, and has made it possible for the brand images created by marketers to be delivered online via consumers [2,3,4]
This study shows that the characteristics of personality, social, and information characteristics in terms of users of social media examined the impact on companies through electronic word-of-mouth (e-WOM)
Summary
Social media is a space that allows consumers to discuss freely exchanged opinions These interactions between consumers in social media are fundamentally changing the communication between brands and customers [1,2]. Seo and Park [5] examined the influence of corporate social media activities on customer response through brand equity in the social media marketing aspect of the airline industry. This study shows that the characteristics of personality, social, and information characteristics in terms of users of social media examined the impact on companies through electronic word-of-mouth (e-WOM). The purpose of this study was, to analyze empirically the effects of the characteristics of airline social media usage on electronic word-of-mouth (e-WOM), trust, and brand equity
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