The Impact of Social Media Activities on Brand Equity

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 Air...

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Bibliographic Details
Published in:Information (Basel) 2021-11, Vol.12 (11), p.477
Main Authors: Masa’deh, Ra’ed, AL-Haddad, Shafig, Al Abed, Dana, Khalil, Hadeel, AlMomani, Lina, Khirfan, Taghreed
Format: Article
Language:English
Subjects:
Airline industry
Airlines
brand awareness
Brand equity
Brand image
Brand loyalty
Consumers
Customers
Customization
Digital media
Literature reviews
Market strategy
Marketing
Multiple regression analysis
social media
Social networks
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Summary: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.
ISSN:2078-2489
2078-2489
DOI:10.3390/info12110477