| Variable | Measurement Items |
| Information Quantity | Airline social media has a lot of information. There is a lot of information about airlines on social media. Many people post a lot of information about airlines on social media. |
| Information Credibility | I think that information in airline social media is trustworthy. I think that information in airline social media is correct. I think that information in airline social media is influential. |
| Information Quality | I can understand information in airline social media easily. I think that information in airline social media is certain. I think that overall, information quality in social media is good. |
| e-WOM | I will leave a positive opinion about the airline that I used on my social media. I will recommend using the airline that I used through my social media. I will recommend using the airline that I used to my social media acquaintances. |
| Brand Awareness | I can always recognize this airline brand. I know the characteristics of this airline. I can remember the logo of this airline well. |
| Brand Image | This airline is a leading airline in the same industry. I have impressive experience with this airline. This airline is a customer-centered company. |
| Trust | The service of this airline is reliable. I think that this airline will not hide important information that I need to know. I believe that this airline will honor its promises. |