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The role of social media marketing and brand equity on e-WOM: Evidence from Indonesia
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This study investigated the impact of social media marketing on Garuda Indonesia's airline customers'
brand equity (awareness, image, and loyalty) and online word-of-mouth during the epidemic
(E-WOM). In part of the study, 100 frequent Instagram users and passengers on Garuda
Indonesia aircraft were questioned or given questionnaires. The data was processed and analyzed
by SEM-PLS and the SmartPLS 3.0 software. The findings of the study indicate that social media
marketing increases brand recognition, brand image, and brand loyalty. Brand loyalty or reputation
has one significant impact on e-WOM as well. While brand recognition has nothing to do
with E-WOM. Furthermore, the results of this research definitely point to the importance of the
impact on E-WOM while brand recognition has no impact on E-WOM. The study's conclusions
also highlight the importance of mediating variables including brand awareness, brand image, and
brand loyalty. This study can prove that almost all moderating effect variables are involved in
mediating social media marketing on Garuda Indonesia's e-WOM airline, except the brand awareness
variable, which has no indirect effect or has no impact on the relationship between social
media marketing and E-WOM. The results of this study should be relevant to a social media strategy,
particularly for Garuda Indonesia Airlines.
Johar Samosir - Personal Name
Ferdy Trisanto - Personal Name
Dian Christoper Anggara - Personal Name
Anies Wardhana - Personal Name
Azmieti Kurnia Sinta - Personal Name
Salahudin Rafi - Personal Name
Maudi Dinda - Personal Name
Prasadja Ricardianto - Personal Name
Okin Ringan Purba - Personal Name
Endri - Personal Name
Ferdy Trisanto - Personal Name
Dian Christoper Anggara - Personal Name
Anies Wardhana - Personal Name
Azmieti Kurnia Sinta - Personal Name
Salahudin Rafi - Personal Name
Maudi Dinda - Personal Name
Prasadja Ricardianto - Personal Name
Okin Ringan Purba - Personal Name
Endri - Personal Name
International Journal of Data and Network Science
2561-8156
NONE
electronic file
English
Growing Science
2023
Canada
International Journal of Data and Network Science 7 (2023) 609–626
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