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...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Ra’ed Masa’deh, Shafig AL-Haddad, Dana Al Abed, Hadeel Khalil, Lina AlMomani, Taghreed Khirfan
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	social media brand equity brand awareness brand image Information technology T58.5-58.64
Acceso en línea:	https://doaj.org/article/81c985746a9b487ba459c262b1d9aff6
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:81c985746a9b487ba459c262b1d9aff6
record_format	dspace
spelling	oai:doaj.org-article:81c985746a9b487ba459c262b1d9aff62021-11-25T17:58:40ZThe Impact of Social Media Activities on Brand Equity10.3390/info121104772078-2489https://doaj.org/article/81c985746a9b487ba459c262b1d9aff62021-11-01T00:00:00Zhttps://www.mdpi.com/2078-2489/12/11/477https://doaj.org/toc/2078-2489This 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.Ra’ed Masa’dehShafig AL-HaddadDana Al AbedHadeel KhalilLina AlMomaniTaghreed KhirfanMDPI AGarticlesocial mediabrand equitybrand awarenessbrand imageInformation technologyT58.5-58.64ENInformation, Vol 12, Iss 477, p 477 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	social media brand equity brand awareness brand image Information technology T58.5-58.64
spellingShingle	social media brand equity brand awareness brand image Information technology T58.5-58.64 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
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.
format	article
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
title	The Impact of Social Media Activities on Brand Equity
title_short	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_sort	impact of social media activities on brand equity
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/81c985746a9b487ba459c262b1d9aff6
work_keys_str_mv	AT raedmasadeh theimpactofsocialmediaactivitiesonbrandequity AT shafigalhaddad theimpactofsocialmediaactivitiesonbrandequity AT danaalabed theimpactofsocialmediaactivitiesonbrandequity AT hadeelkhalil theimpactofsocialmediaactivitiesonbrandequity AT linaalmomani theimpactofsocialmediaactivitiesonbrandequity AT taghreedkhirfan theimpactofsocialmediaactivitiesonbrandequity AT raedmasadeh impactofsocialmediaactivitiesonbrandequity AT shafigalhaddad impactofsocialmediaactivitiesonbrandequity AT danaalabed impactofsocialmediaactivitiesonbrandequity AT hadeelkhalil impactofsocialmediaactivitiesonbrandequity AT linaalmomani impactofsocialmediaactivitiesonbrandequity AT taghreedkhirfan impactofsocialmediaactivitiesonbrandequity
_version_	1718411754875125760

The Impact of Social Media Activities on Brand Equity

Ejemplares similares