A Structural Model of the Relationship between Marketing Efforts on Social Media, Brand Equity and Customer Loyalty with Airline Social Media Brands in Thailand
Article Sidebar
Main Article Content
Abstract
The objective of this research was to investigate the relationship between marketing efforts on social media, brand equity and customer brand loyalty in the airline business in Thailand. The study used a questionnaire developed after reviewing the literature and testing the reliability using coefficient alpha. The questionnaire was distributed to 231 samples who had experience using social media managed by airlines, selected through convenience sampling. The data were analyzed through Structural Equation Modeling (SEM) by using the Partial Least Square approach with SmartPLS software. The results showed that perceived risk was the most important marketing effort in the social media component, and airline marketing efforts on social media had direct effect DE=0.653 on brand awareness and direct effect DE=0.724 on brand image. In addition, the results demonstrated that brand awareness had direct effect DE=0.275 on electronics-word of mouth and that brand image had direct effect DE=0.562 on electronics word-of-mouth, and direct effect DE=0.707 on commitment, while brand commitment and electronics word-of-mouth had indirect effect IE=0.586 on marketing efforts on social media, which corresponded to the hypothesis at statistical significance of 0.05 level. It is expected that the results of this study may be used as a source of fundamental data for development in the planning of airline marketing efforts using social media strategies, particularly due to understanding the relative importance of each marketing effort on social media components, and analysis of the effects of marketing efforts on social media.
Downloads
Article Details
All rights reserved. Apart from citations for the purposes of research, private study, or criticism and review,no part of this publication may be reproduced, stored or transmitted in any other form without prior written permission by the publisher.
References
Aibinu, A. A. and Al-Lawati, A. M. (2010) Using PLS-SEM technique to model construction organizations’ willingness to participate in e-bidding. Automation in Construction 19(6): 714-724.
Akter, S., D’Ambra, J. and Ray, P. (2011) An Evaluation of PLS based complex models: the roles of power analysis, predictive relevance and GoF index. Paper Presented at the Seventeenth Americas Conference on Information Systems, Detroit, Michigan, August 4th-7th 2011. Illinois, USA: Association for Information Systems.
Bae, J. C. (2002) Internet Shopping Service Quality, Customer Satisfaction Research on the Impact of Repurchase Intention. (Master’s dissertation). Yonsei University, Seoul, Korea.
Barclay, D., Thompson, R. and Higgins, C. (1995) The Partial Least Squares (PLS) approach to causal modeling: personal computer adoption and use as an illustration. Technology Studies 2(2): 285-309.
Barnes, N. G. and Lescault, A. M. (2014) The 2014 Fortune 500 and Social Media: LinkedIn Dominates As Use of Newer Tools Explodes. [Online URL: https://centerformarketingresearch.wordpress.com/2014/09/10/the-2014-fortune-500-and-social-media-linkedin-dominates-as-use-of-newer-tools-explodes/] accessed on October 2, 2019.
Blackshaw, P. and Nazzaro, M. (2004) Consumer-Generated Media (CGM) 101: Word-of-Mouth in the Age of the Web-Fortified Consumer. [Online URL: https://www.nielsen-online.com/downloads/us/buzz/nbzm_wp_CGM101.pdf] accessed on February 3, 2018.
Bradbury, K. (2011) The Growing Role of Social Media in Tourism Marketing. [Online URL: https://kelseybradbury.weebly.com/uploads /1/0/9/2/10927387/tourismsocialmedia-comm427.pdf] accessed on February 3, 2018.
Bruno, G., Aikaterini, M., Daniele, P., Joonas, R., Gaetano, A., Raffaele, D. and Rahul, S. (2016) Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior. Journal of Business Research 69(12): 5833-5841.
Chae, H. J., Shin, J. Y. and Ko, E. J. (2015) The Effects of Usage Motivation of Hashtag of Fashion Brands' Image Based SNS on Customer Social Participation and Brand Equity: Focusing on Moderating Effect of SNS Involvement. Fashion & Textile Research Journal 17(6): 942-955.
Chin, W. W. (2010) How to Write Up and Report PLS Analyses. In: Esposito Vinzi, V., Chin, W. W., Henseler, J. and Wang, H., Eds., Handbook of Partial Least Squares: Concepts, Methods and Applications. Springer, Heidelberg, Dordrecht, London, New York, 655-690.
Cohen, J. (1998) Statistical Power Analysis for the Behavioral Sciences. (2nd ed.). New Jersey, USA: Lawrence Erlbaum Associates.
Cohen, J., Cohen, P., West, S. G. and Aiken, L. S. (2003) Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences. (3rd ed.). New Jersey, USA: Lawrence Erlbaum Associates.
Correa, T., Hinsley, A. W. and De Zúñiga, H. G. (2010) Who Interacts on the Web? The Intersection of Users' Personality and Social Media Use. Computers in Human Behavior 26(2): 247-253.
Davison, A. C. and Hinkley, D. V. (1997) Bootstrap Methods and Their Application. Cambridge, United Kingdom: Cambridge University Press.
Dwyer, F. R., Schuur, P. H. and Oh, S. (1987) Developing buyer-seller relationships. Journal of Marketing 51(2): 11-27.
Efron, B. and Tibshirani, R. J. (1993) An Introduction to the Bootstrap. New York, USA: Chapman and Hall.
Fornell, C. and Larcker, D. F. (1981) Evaluating Structural Equation Models with Unobservable and Measurement Error. Journal of Marketing Research 34(2): 161-188.
Forunier, S., Dobscha, S. and Mick, D. G. (1998) Preventing the Premature Death of Relationship Marketing. Harvard Business Review 76(1): 42-53.
Fotis, J. (2012) Discussion of the impacts of social media in leisure tourism: “The impact of social media on consumer behaviour: Focus on leisure travel”. [Online URL: https://johnfotis.blogspot.com/p/my-research-in-brief.html] accessed on October 2, 2019.
Gallaugher, J. and Ransbotham, S. (2010) Social media and customer dialog management at Starbucks. MIS Quarterly Executive 9(4): 197-212.
Gefen, D., Straub, Detmar, W. and Rigdon, E. E. (2011) An Update and Extension to SEM Guidelines for Admnistrative and Social Science Research. MIS Quarterly 35(2): 3-14.
George, D. and Mallery, P. (2010) SPSS for Windows Step by Step: A Simple Guide and Reference 17.0 Update. (10t h ed.). Boston: Pearson.
Gotz, O., Liehr-Gobbers, K. and Krafft, M. (2010) Evaluation of structural equation models using the Partial Least Squares (PLS) approach. In: V. Esposito Vinzi, W. W. Chin, J. Henseler and H. Wang(Eds.), Handbook of partial least squares: Concepts, methods, and applications. Berlin: Springer-Verlag.
Hair, J. F., Hult, G. T. M., Ringle, C. M. and Sarstedt, M. (2017) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). (2nd ed.). Thousand Oaks, CA: SAGE Publications.
Hair, J. F., Sarstedt, M., Ringle, C. M. and Mena, J. A. (2012) An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science 40(3): 414-433.
Hair, J. Jr., Black, W., Babin, B. and Anderson, R. (2010) Multivariate data analysis: With readings. (7th ed.). Upper Saddle River, NJ: Pearson Education Inc.
Hair, J. F., Ringle, C. M. and Sarstedt, M. (2011) PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice 19(2): 139-151.
Henseler, J., Ringle, C. M. and Sinkovics, R. R. (2009) The use of partial least squares path modeling in international marketing. Advances in International Marketing 20: 277-319.
Hollebeek, L. D., Glynn, M. S. and Brodie, R. J. (2014) Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing 28(2): 149-165.
Hulland, J. (1999) Use of Partial Least Squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal 20(2): 195-204.
Kaplan, A. M. and Haenlein, M. (2010) Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53: 59-68.
Kim, A. J. and Ko, E. (2012) Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research 65(10): 1480-1486.
Kim, S. H. (2012) A Study on Social Media Activities and Brand Equity of a Hotel: Focused on Users of Five-star Hotels' Facebook Pages. (Master’s dissertation). Kyonggi University, Gyeonggi-do, South Korea.
Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H. and Kang, S. K. (2008) Brand equity in hospital marketing. Journal of Business Research 61(1): 75-82.
Kozinets, R. V., de Valck, K., Wojnicki, A. C. and Wilner, S. (2010) Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing 74: 71-89.
Litwin, M. S. (1995) Reliability and How to Measure Survey Validity. Thousand Oaks, California, USA: Sage.
Lleras, C. (2005) Path analysis. Encyclopedia of Social Measurement 3:25-30.
Mintel. (2010) Empowered Consumer: Mintel marketing report, Mintel International, London, September.
Moorman, C., Gerald, Z. and Deshpande, R. (1992) Relationships between providers and users of marketing research: the dynamics of trust within and between organizations. Journal of Marketing Research 29(3): 314-329.
Park, W. S. (2013) Effects of Band Equity on Behavioral Intention in Food Service Franchising Businesses. (Doctoral dissertation). Kyonggi University, Gyeonggi-do, South Korea.
Reinartz, W., Michael, H. and Jörg, H. (2009) An Empirical Comparison of the Efficacy of Covariance-Based and Variance-Based SEM. International Journal of Research in Marketing 26(4): 332-344.
Ringle, C. M., Wende, S. and Becker, J. M. (2015) "SmartPLS 3." Boenningstedt: SmartPLS GmbH. [Online URL: https://www.smartpls.com] accessed on September 12, 2017.
Sano, K. (2014) Do Social Media Marketing Activities Enhance Customer Satisfaction, Promote Positive WOM and Affect Behavior Intention?: An Investigation into the Effects of Social Media on the Tourism Industry. [Online URL: https://doors.doshisha.ac.jp/duar/repository/ ir/16742/017066030404.pdf] accessed on October 2, 2019.
Sano, K. (2015) An empirical study the effect of social media marketing activities upon customer satisfaction, positive word-of-mouth and commitment in indemnity insurance service. Proceedings International Marketing Trends Conference 2015.
Sarstedt, M., Ringle, C. M. and Hair, J. F. (2017) Partial least squares structural equation modeling. In Homburg, C., Klarmann, M. and Vomberg, A. (Eds), Handbook of Market Research. Heidelberg: Springer.
Schultz, D. E. and Block, M. P. (2012) Rethinking Brand Loyalty in an Age of Interactivity. The IUP Journal of Brand Management 9(3): 21-39.
Schultz, D. E. and Peltier, J. (2013) Social Media's Slippery Slope: Challenges, Opportunities and Future Research Directions. Journal of Research in Interactive Marketing 7(2): 86-99.
Seo, W. S. and Kim, M. K. (2003) A Study on the Effect of Consumer Behavior Intention of Brand Equity in Hotel. Korea Journal of Tourism Research 18(2): 111-127.
Song, J. W. (2012) The Effects of the Advertising Value of SNS (Social mediaing Service) on the Brand Equity, Brand Loyalty of Food Service Industry. (Master’s dissertation). Sejong University, Seoul, South Korea.
Spillecke, D. and Perrey, J. (2012) Retail Marketing and Branding: A Definitive Guide to Maximizing ROI. (2nd ed.). Somerset, NJ, USA: Wiley.
Vinzi, V. E., Trinchera, L. and Amato, S. (2010) PLS path modeling: from foundations to recent developments and open issues for model assessment and improvement. In: Vinzi, V. E., Chin, W. W., Henseler, J., Wang, H., Eds., Handbook of Partial Least Squares. Handbooks of Computational Statistics: Springer.
Vivek, S. D., Beatty, S. E and Morgan, R. M. (2012) Consumer Engagement: Exploring Customer Relationships Beyond Purchase. Marketing Theory and Practice 20(2): 122-146.
Zeng, B. and Gerritsen, R. (2014) What do We Know About Social Media in Tourism? A review. Tourism Management Perspectives 10: 27-36.
Zhang, J., Shabbir, R., Pitsaphol, C. and Hassan, W. (2015) Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework. International Journal of Business and Management 10(1): 1833-8119.