This study investigated the effects of airline SMMAs ( social media marketing activities) on two types of brand equity – brand awareness and brand image – and two types of customer response – e-WOM (word-of-mouth) and commitment. The results of this study are summarized as follows. First, SMMAs had positive effects on brand awareness and brand image, confirming that SMMAs are a precedent contributing to airline brand equity. Second, brand awareness had a positive effect on commitment, confirming that airlines with low awareness could actively pursue SMMAs in an attempt to increase awareness and develop committed customers. Third, brand image significantly affected e-WOM and commitment, demonstrating that SMMAs have a positive effect on brand, thereby developing committed customers by affecting customer emotions and e-WOM.
Collected and summarized from the source below by Tran Thi Tan https://db.vista.gov.vn:2095/science/article/pii/S0969699717303472