The role of Instagram social media marketing activities and brand equity towards airlines customer response (doi:10.34820/FK2/FMCNVM)

View:

Part 1: Document Description
Part 2: Study Description
Part 5: Other Study-Related Materials
Entire Codebook

Document Description

Citation

Title:

The role of Instagram social media marketing activities and brand equity towards airlines customer response

Identification Number:

doi:10.34820/FK2/FMCNVM

Distributor:

Telkom University Dataverse

Date of Distribution:

2023-09-29

Version:

1

Bibliographic Citation:

Telkom University, ADHI PRASETIO, 2023, "The role of Instagram social media marketing activities and brand equity towards airlines customer response", https://doi.org/10.34820/FK2/FMCNVM, Telkom University Dataverse, V1

Study Description

Citation

Title:

The role of Instagram social media marketing activities and brand equity towards airlines customer response

Identification Number:

doi:10.34820/FK2/FMCNVM

Authoring Entity:

Telkom University, ADHI PRASETIO (Fakultas Ekonomi dan Bisnis : KK ICT Based Management (IBM))

Distributor:

Telkom University Dataverse

Access Authority:

Telkom University, ADHI PRASETIO

Depositor:

Telkom University, ADHI PRASETIO

Date of Deposit:

2023-09-29

Study Scope

Keywords:

Business and Management, 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.

Methodology and Processing

Sources Statement

Data Access

Notes:

CC0 Waiver

Other Study Description Materials

Other Study-Related Materials

Label:

(Final) Kuesioner Pembahasan (Excel).xls

Notes:

application/vnd.ms-excel