The Impact of Social Media Activities on Brand Equity
This study aims to investigate the impact of Social Media Activities on brand equity (brand awareness and brand image). A cross-sectional quantitative study has been conducted using a validated questionnaire distributed to a convenience sample of 362 participants who used one or more forms of an Air...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-11-01
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| Series: | Information |
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| Online Access: | https://www.mdpi.com/2078-2489/12/11/477 |
| _version_ | 1797509938437685248 |
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| author | Ra’ed Masa’deh Shafig AL-Haddad Dana Al Abed Hadeel Khalil Lina AlMomani Taghreed Khirfan |
| author_facet | Ra’ed Masa’deh Shafig AL-Haddad Dana Al Abed Hadeel Khalil Lina AlMomani Taghreed Khirfan |
| author_sort | Ra’ed Masa’deh |
| collection | DOAJ |
| description | This study aims to investigate the impact of Social Media Activities on brand equity (brand awareness and brand image). A cross-sectional quantitative study has been conducted using a validated questionnaire distributed to a convenience sample of 362 participants who used one or more forms of an Airline’s social media. Multiple Regression analysis was performed using SPSS version 20 to test the hypotheses. Results revealed a significant impact of Social Media Activities as a whole on brand equity. It was found that entertainment, customization, interaction and EWOM significantly affected the brand image, while customization, trendiness, interaction and EWOM significantly affected brand awareness. This study is one of few to examine the impact of social media activities on brand equity towards Airlines in Middle Eastern countries. The study provided several theoretical and practical implications that can benefit airline managers in their marketing efforts using various social media activities. |
| first_indexed | 2024-03-10T05:24:48Z |
| format | Article |
| id | doaj.art-81c985746a9b487ba459c262b1d9aff6 |
| institution | Directory Open Access Journal |
| issn | 2078-2489 |
| language | English |
| last_indexed | 2024-03-10T05:24:48Z |
| publishDate | 2021-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj.art-81c985746a9b487ba459c262b1d9aff62023-11-22T23:45:47ZengMDPI AGInformation2078-24892021-11-01121147710.3390/info12110477The Impact of Social Media Activities on Brand EquityRa’ed Masa’deh0Shafig AL-Haddad1Dana Al Abed2Hadeel Khalil3Lina AlMomani4Taghreed Khirfan5School of Business, The University of Jordan, Amman 11942, JordanDepartment of E-Marketing and Social Media, Princess Sumaya University for Technology, Amman 11941, JordanDepartment of E-Marketing and Social Media, Princess Sumaya University for Technology, Amman 11941, JordanDepartment of E-Marketing and Social Media, Princess Sumaya University for Technology, Amman 11941, JordanDepartment of E-Marketing and Social Media, Princess Sumaya University for Technology, Amman 11941, JordanDepartment of E-Marketing and Social Media, Princess Sumaya University for Technology, Amman 11941, JordanThis study aims to investigate the impact of Social Media Activities on brand equity (brand awareness and brand image). A cross-sectional quantitative study has been conducted using a validated questionnaire distributed to a convenience sample of 362 participants who used one or more forms of an Airline’s social media. Multiple Regression analysis was performed using SPSS version 20 to test the hypotheses. Results revealed a significant impact of Social Media Activities as a whole on brand equity. It was found that entertainment, customization, interaction and EWOM significantly affected the brand image, while customization, trendiness, interaction and EWOM significantly affected brand awareness. This study is one of few to examine the impact of social media activities on brand equity towards Airlines in Middle Eastern countries. The study provided several theoretical and practical implications that can benefit airline managers in their marketing efforts using various social media activities.https://www.mdpi.com/2078-2489/12/11/477social mediabrand equitybrand awarenessbrand image |
| spellingShingle | Ra’ed Masa’deh Shafig AL-Haddad Dana Al Abed Hadeel Khalil Lina AlMomani Taghreed Khirfan The Impact of Social Media Activities on Brand Equity Information social media brand equity brand awareness brand image |
| title | The Impact of Social Media Activities on Brand Equity |
| title_full | The Impact of Social Media Activities on Brand Equity |
| title_fullStr | The Impact of Social Media Activities on Brand Equity |
| title_full_unstemmed | The Impact of Social Media Activities on Brand Equity |
| title_short | The Impact of Social Media Activities on Brand Equity |
| title_sort | impact of social media activities on brand equity |
| topic | social media brand equity brand awareness brand image |
| url | https://www.mdpi.com/2078-2489/12/11/477 |
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