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Part 1: Document Description
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Citation |
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Title: |
The role of Instagram social media marketing activities and brand equity towards airlines customer response |
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Identification Number: |
doi:10.34820/FK2/FMCNVM |
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Distributor: |
Telkom University Dataverse |
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Date of Distribution: |
2023-09-29 |
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Version: |
1 |
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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 |
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Citation |
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Title: |
The role of Instagram social media marketing activities and brand equity towards airlines customer response |
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Identification Number: |
doi:10.34820/FK2/FMCNVM |
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Authoring Entity: |
Telkom University, ADHI PRASETIO (Fakultas Ekonomi dan Bisnis : KK ICT Based Management (IBM)) |
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Distributor: |
Telkom University Dataverse |
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Access Authority: |
Telkom University, ADHI PRASETIO |
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Depositor: |
Telkom University, ADHI PRASETIO |
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Date of Deposit: |
2023-09-29 |
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Study Scope |
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Keywords: |
Business and Management, Social media marketing activities, Brand awareness, Brand image, Commitment, Electronic word-of-mouth |
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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. |
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Methodology and Processing |
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Sources Statement |
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Data Access |
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Notes: |
CC0 Waiver |
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Other Study Description Materials |
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Label: |
(Final) Kuesioner Pembahasan (Excel).xls |
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Notes: |
application/vnd.ms-excel |