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首页> 外文期刊>Sustainability >The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media
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The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media

机译：社交媒体使用特征对E-WOM，信任和品牌股权的影响：专注于航空公司社交媒体的用户

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摘要

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.
机译：品牌股权是公司的宝贵无形资产，但在难以控制社交媒体的时代，越来越难以管理。本研究的目的是通过将特征除以个性，社交和信息，调查社交媒体使用特征对电子话语（E-WOM），信任和品牌股权的影响。通过结构方程模型分析了使用航空公司社交媒体和收集的数据进行了经验的430名受访者。结果表明，社交媒体使用的个性和信息特征对E-WOM有统计学意义。有人发现，E-WOM对信任有重大影响，也对品牌意识产生了重大影响。该信任被证明对品牌意识和品牌形象具有统计上显着的影响。因此，本研究将社交媒体使用特征分类为三个特征：人格特征，社会特征和信息特征，以及这些使用特征中的每一个都在通过E-WOM和专业方法来改善航空公司的实际品牌股权的策略。预计本研究的调查结果将为与航空公司社交媒体有关的策略提供基本数据。此外，本研究有影响来说，通过电子游戏和信任提高品牌股权。

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