A Study on the Influence of the Information Characteristics of Airline Social Media on e-WOM, Brand Equity and Trust

Abstract

Background: 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). Methods: For the analysis, we surveyed 430 passengers who had used airline social media and analyzed the collected data using a structural equation. Results: 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. Conclusion: 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.