RESEARCH ARTICLE
A Study on the Influence of the Information Characteristics of Airline Social Media on e-WOM, Brand Equity and Trust
Eun-Ju Seo1, Jin-Woo Park2, *
Article Information
Identifiers and Pagination:
Year: 2018Volume: 12
First Page: 289
Last Page: 300
Publisher ID: TOTJ-12-289
DOI: 10.2174/1874447801812010289
Article History:
Received Date: 7/5/2018Revision Received Date: 28/6/2018
Acceptance Date: 20/8/2018
Electronic publication date: 28/09/2018
Collection year: 2018
open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: https://creativecommons.org/licenses/by/4.0/legalcode. This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Abstract
Background:
This study investigates the effect of three of the information characteristics of airline social media – information quantity, information credibility and information quality – on brand equity and trust through electronic Word-Of-Mouth (e-WOM).
Methods:
For the analysis, we surveyed 430 passengers who had used airline social media and analyzed the collected data using a structural equation.
Results:
The results of the analysis showed that while the information quantity and information quality of airline social media had a significant effect on e-WOM, information credibility did not have a significant effect. e-WOM had a significant effect on brand awareness and brand image. Brand image and e-WOM also had a significant effect on trust, but brand awareness did not have a statistically significant effect on trust.
Conclusion:
This study establishes a model for the information characteristics of social media and can be utilized as basic data to explain how airlines should manage and utilize social media information.