The Impact of Social Media Activities on Brand Equity

被引：6
|
作者：
Masa'deh, Ra'ed [1 ]
AL-Haddad, Shafig [2 ]
Al Abed, Dana [2 ]
Khalil, Hadeel [2 ]
AlMomani, Lina [2 ]
Khirfan, Taghreed [2 ]
机构：
[1] Univ Jordan, Sch Business, Amman 11942, Jordan
[2] Princess Sumaya Univ Technol, Dept E Marketing & Social Media, Amman 11941, Jordan
来源：
INFORMATION | 2021年 / 12卷 / 11期
关键词：
social media; brand equity; brand awareness; brand image; WORD-OF-MOUTH; MARKETING ACTIVITIES; PURCHASE INTENTION; ENGAGEMENT; PRODUCT; TWITTER; COMMUNITIES; STRATEGIES; INDUSTRY; SUCCESS;
D O I：
10.3390/info12110477
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
This study aims to investigate the impact of Social Media Activities on brand equity (brand awareness and brand image). A cross-sectional quantitative study has been conducted using a validated questionnaire distributed to a convenience sample of 362 participants who used one or more forms of an Airline's social media. Multiple Regression analysis was performed using SPSS version 20 to test the hypotheses. Results revealed a significant impact of Social Media Activities as a whole on brand equity. It was found that entertainment, customization, interaction and EWOM significantly affected the brand image, while customization, trendiness, interaction and EWOM significantly affected brand awareness. This study is one of few to examine the impact of social media activities on brand equity towards Airlines in Middle Eastern countries. The study provided several theoretical and practical implications that can benefit airline managers in their marketing efforts using various social media activities.
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收藏
页数：17
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