1 International Airport Service Incheon, Asiana Airlines, Incheon-City 400-340, South Korea
2 School of Business, Korea Aerospace University, 76 Hanggongdaehak-ro, Deokyang-gu, South Korea
This study investigates the effect of three of the information characteristics of airline social media – information quantity, information credibility and information quality – on brand equity and trust through electronic Word-Of-Mouth (e-WOM).
For the analysis, we surveyed 430 passengers who had used airline social media and analyzed the collected data using a structural equation.
The results of the analysis showed that while the information quantity and information quality of airline social media had a significant effect on e-WOM, information credibility did not have a significant effect. e-WOM had a significant effect on brand awareness and brand image. Brand image and e-WOM also had a significant effect on trust, but brand awareness did not have a statistically significant effect on trust.
This study establishes a model for the information characteristics of social media and can be utilized as basic data to explain how airlines should manage and utilize social media information.
Keywords: Information Quantity, Information Credibility, Information Quality, e-WOM, Brand Equity, Brand Awareness, Brand Image, Trust.
open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: https://creativecommons.org/licenses/by/4.0/legalcode. This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
* Address Correspondence to this author at the School of Business, Korea Aerospace University, 76 Hanggongdaehak-ro, Deokyang-gu, South Korea; Tel: +82-3000354; E-mail: email@example.com