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Analysis of Social Media Marketing Activities Effectiveness in Airline Industry: Influence on Brand Equity, E-WOM and Repurchase Intention
Saskia Yusliana Kusumah (a*), Tengku Ezni Balqiah (b)

a) Faculty of Economics & Business, University of Indonesia
b) Faculty of Economics & Business, University of Indonesia


The growth of social media users around the world are increasing rapidly, making it as one of the strongest platform option to conduct marketing activities. This research aims to analyze the effectiveness of social media marketing activities (SMMAs) on brand equity to enhance customers- e-WOM activity and repurchase intention in the airline industry. It is expected that the result of this research may be used as fundamental data in the development of the effectiveness airline SMMA strategies. Data will be collected with survey from airline passengers who are the followers of the airline-s social media accounts. The collected data were analyzed using Structural Equation Modelling (SEM). The result showed that Perceived Risk was the most significant SMMA dimension, and Brand Equity is significantly affected by airline SMMAs. It-s also validated that Brand Equity influence directly on e-WOM and Repurchase Intention, while e-WOM activity has impact on Repurchase Intention.

Keywords: Social Media Marketing Activities (SMMAs); Marketing Effectiveness; Brand Equity; e-WOM; Repurchase Intention

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Saskia Yusliana Kusumah)

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