Next Article in Journal
Deconstructing the Overtourism-Related Social Conflicts
Next Article in Special Issue
Topic Modeling of Online Accommodation Reviews via Latent Dirichlet Allocation
Previous Article in Journal
What Teachers Think and Know about Education for Sustainable Development and How They Implement it in Class
Previous Article in Special Issue
Using Volunteered Geographic Information and Nighttime Light Remote Sensing Data to Identify Tourism Areas of Interest
Open AccessArticle

The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media

1
International Service Office Incheon, Asiana Airlines, Incheon 22382, Korea
2
School of Business, Korea Aerospace University, Goyang-si 10540, Korea
3
Airport Industry Technology Research Institute, Incheon International Airport Corporation, Incheon 22384, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(4), 1691; https://doi.org/10.3390/su12041691
Received: 6 January 2020 / Revised: 21 February 2020 / Accepted: 21 February 2020 / Published: 24 February 2020
(This article belongs to the Special Issue Sustainable Tourism in the Social Media and Big Data Era)
Brand equity is a valuable intangible asset for companies, yet is increasingly difficult in managing in an era with hard to control social media. The purpose of this study was to investigate the effect of social media usage characteristics on electronic word-of-mouth (e-WOM), trust, and brand equity by dividing the characteristics to personality, social, and information. A survey was administered to 430 respondents who had experience of using airline social media and the collected data was analyzed using structural equation modeling. The results showed that the personality and informational characteristics from social media usage had statistically significant effects on e-WOM. It was found that the e-WOM had significant effects on trust and also on brand awareness. The trust was shown to have a statistically significant effect on brand awareness and brand image. Therefore, this study categorizes social media usage characteristics into three characteristics: personality characteristics, social characteristics, and information characteristics, and each of these usage characteristics present a strategy to improve actual brand equity of airline through e-WOM and trust in empirical methods. The findings of this study are expected to provide fundamental data for the development of strategies related to airline social media. In addition, this study has implications for suggesting to improve brand equity through e-WOM and trust. View Full-Text
Keywords: social media usage characteristics; Big Five personality traits; personality characteristics; social characteristics; information characteristics; e-WOM; trust; brand equity; brand awareness; brand image social media usage characteristics; Big Five personality traits; personality characteristics; social characteristics; information characteristics; e-WOM; trust; brand equity; brand awareness; brand image
Show Figures

Figure 1

MDPI and ACS Style

Seo, E.J.; Park, J.-W.; Choi, Y.J. The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media. Sustainability 2020, 12, 1691. https://doi.org/10.3390/su12041691

AMA Style

Seo EJ, Park J-W, Choi YJ. The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media. Sustainability. 2020; 12(4):1691. https://doi.org/10.3390/su12041691

Chicago/Turabian Style

Seo, Eun J.; Park, Jin-Woo; Choi, Yu J. 2020. "The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media" Sustainability 12, no. 4: 1691. https://doi.org/10.3390/su12041691

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Search more from Scilit
 
Search
Back to TopTop