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

Author

Listed:
  • Eun Ju Seo

    (International Service Office Incheon, Asiana Airlines, Incheon 22382, Korea)

  • Jin-Woo Park

    (School of Business, Korea Aerospace University, Goyang-si 10540, Korea)

  • Yu Jin Choi

    (Airport Industry Technology Research Institute, Incheon International Airport Corporation, Incheon 22384, Korea)

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.

Suggested Citation

  • Eun Ju Seo & Jin-Woo Park & Yu Jin Choi, 2020. "The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media," Sustainability, MDPI, vol. 12(4), pages 1-18, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:4:p:1691-:d:324604
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    3. Gao Wei & Wang Lin & Wu Yanxiong & Yan Jingdong & Sadik Yusuf Musse, 2021. "The Relationship of Sustainability Communication on Social Media with Banking Consumers’ Loyalty through e-WOM," Sustainability, MDPI, vol. 13(7), pages 1-13, March.
    4. Kejun Lin & Wenbin Du & Shixin Yang & Chang Liu & Sanggyun Na, 2023. "The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
    5. Titis Shinta Dhewi & Arum Prasasti & Cesya Rizkika Parahiyanti, 2023. "What tourists perceived? Social media preference in a tourism destination," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 5(1), pages 60-66, January.
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    8. Akbari, Morteza & Foroudi, Pantea & Zaman Fashami, Rahime & Mahavarpour, Nasrin & Khodayari, Maryam, 2022. "Let us talk about something: The evolution of e-WOM from the past to the future," Journal of Business Research, Elsevier, vol. 149(C), pages 663-689.
    9. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.
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