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Growing Science » International Journal of Data and Network Science » The role of Instagram social media marketing activities and brand equity towards airlines customer response

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International Journal of Data and Network Science

ISSN 2561-8156 (Online) - ISSN 2561-8148 (Print)
Quarterly Publication
Volume 6 Issue 4 pp. 1195-1200 , 2022

The role of Instagram social media marketing activities and brand equity towards airlines customer response Pages 1195-1200 Right click to download the paper Download PDF

Authors: Adhi Prasetio, Deimas Aulia Rahman, Fetty Poerwita Sary, Rina D. Pasaribu, Moh. Riza Sutjipto

DOI: 10.5267/j.ijdns.2022.6.014

Keywords: Social media marketing activities, Brand awareness, Brand image, Commitment, Electronic word-of-mouth

Abstract: Recent research on Social Media Marketing Activities (SMMA) in the airline industry emphasizes on areas of brand equity, but some research has looked into the function of brand equity in determining the impact of SMMAs on customers. This study aims to find out how service users and followers of Airline's Instagram social media profiles respond to SMMA, brand awareness, brand image, e-WOM and commitment. The data collection method in this study was done by distributing questionnaires to respondents as many as 386 service users and followers of the airline on Instagram social media. This study used Partial Least Square Structural Equation Model (PLS-SEM) to analyze data. Based on hypothesis testing, this study shows that SMMA has a significant positive effect on brand awareness and brand image. Furthermore, this study also reveals that brand awareness and brand image have significant positive effects on e-WOM and Batik Air airline commitment.


How to cite this paper
Prasetio, A., Rahman, D., Sary, F., Pasaribu, R & Sutjipto, M. (2022). The role of Instagram social media marketing activities and brand equity towards airlines customer response.International Journal of Data and Network Science, 6(4), 1195-1200.

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Journal: International Journal of Data and Network Science | Year: 2022 | Volume: 6 | Issue: 4 | Views: 5398 | Reviews: 0

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