Social media marketing activities in the Indian airlines: Brand equity and electronic word of mouth

Abstract

Through a thorough model that describes how positive electronic word of mouth spreads in online communities, this research article has made a noteworthy addition to social media marketing. The study proves that social media marketing activities operate as catalysts for brand equity, promoting brand loyalty and favourable online word of mouth. The study also examines the connection between electronic word of mouth and brand loyalty. The study thus theoretically supports the “stimulus organism response” model and emphasizes the significance of brand loyalty in fostering positive electronic word of mouth. This cross-sectional study investigates the relationship between independent and dependent elements mentioned in the research framework. Between March 1 and March 15, 2023, a survey of Indians who had taken a flight was done, and the data were used to conduct an empirical inquiry. Convenience sampling was used to study three international airports in Northern India. Finally, regression analysis using structural equation modelling was conducted to examine the relationship and impact between the study’s constituent parts. The outcomes of the path analysis support every one of the research hypotheses. The results show how an airline brand’s social media marketing activities influence several brand equity components and other outcomes, which have numerous theoretical and practical ramifications.