Social Media User Characteristics Nowadays and its Effects on AirAsia Brand Awareness and Brand Image

Specifically focused on the social media users of AirAsia, the goal of this study is to ascertain the impacts of social media usage characteristics on e-WOM, trust, brand awareness, and brand image in the airline business. The substantial impact of social media interaction on e-WOM and consumer confidence in social media marketing for airlines led to the conduct of this study. Quantitative analysis will be used in the study technique, and questionnaires and interviews will be used to collect data. SEM analysis was used to create and test these hypotheses. The result of this study is to assist the company in identifying which characteristics have an impact on WOM. Personality characteristics and social characteristics have no valuable effect on e-WOM related to the influence of social media usage. Information characteristics have a significant influence on e-WOM related to the influence of social media usage. E-WOM has an influence on trust related to the influence of the use of social media. E-WOM has an effect on brand awareness related to the influence of the use of social media. E-WOM influences brand image related to the influence of the use of social media. Trust has an effect on brand awareness related to the effect of the use of social media. Trust influences brand image related to the influence of the utilization of social media. The conclusions drawn from this research will serve as valuable insights for the company, enabling it to develop effective marketing strategies to enhance brand awareness and brand image.