KnE Social Sciences

ISSN: 2518-668X

The latest conference proceedings on humanities, arts and social sciences.

Understanding the Role of Social Media on Customer-based Brand Equity and Brand Engagement in Tourism in Indonesia

Published date: Jul 31 2024

Journal Title: KnE Social Sciences

Issue title: The 3rd International Conference on Business, Economics, and Sustainability Science (BESS 2023)

Pages: 43–51

DOI: 10.18502/kss.v9i21.16662

Authors:

Yana Respati Dewiyana.respati.fe@um.ac.idDepartment of Management, Faculty of Economics, Universitas Negeri Malang

Ali Ma JianmingFaculty of Economics and Management, The National University of Malaysia

Abstract:

This study aims to explain the relationship between social media and customer-based brand equity in understanding destination tourism. Furthermore, this study was also used to raise awareness about the importance of social media for marketing activities in every aspect. The method used was qualitative research with observation methods. This study is included in the category of secondary data obtained from previous studies. This is a field research which is carried out by observing and recording events on the object of research, in this case, visitors to tourist attractions. The study shows that there are two major reasons for social media’s popularity among tourists. First, experiential tourism allows potential tourist to make their decision based on shared experiences available on social media. Second, social media allows tourists to be storytellers and improves the sense of belonging to the online community.

Keywords: social media, customer-based brand equity, brand engagement

References:

[1] Aaker D. Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press; 1991.

[2] Buhalis D, Foerste M. SoCoMo marketing for travel and tourism: Empowering cocreation of value. J Destin Marketing Manag. 2015;4(3):151–61.

[3] Chung JY, Buhalis D. Information needs in online social networks. Inf Technol Tour. 2008;10(4):267–81.

[4] Debra Williamson. 2011. Worldwide social network Ad spending: ARising Tide. eMarketer.

[5] Dedeoğlu BB, Taheri B, Okumus F, Gannon M. Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation. Tour Manage. 2020;76:103954.

[6] Enter N, Michopoulou E. 2013. An investigation on the acceptance of Facebook by travellers for travel planning. E-review of Tourism Research. Retrieved from http://hdl.handle.net/10545/601172

[7] Fotis J, Buhalis D, Rossides N. Social media impact on holiday travel planning: The case of the Russian and the FSU Markets. Int J Online Mark. 2011;1(4):1–19.

[8] Gretzel U, Fesenmaier DR. Defining internet readiness for the tourism industry: Concepts and case study. Lectures in E-Commerce, hlm. Vienna: Springer Vienna; 2001. pp. 77–101.

[9] Hays S, Page SJ, Buhalis D. Social media as a destination marketing tool: Its use by national tourism organisations. Curr Issues Tour. 2013;16(3):211–39.

[10] Hollebeek LD. The customer engagement/value interface: An exploratory investigation. Australas Mark J. 2013;21(1):17–24.

[11] Lange-Faria W, Elliot S. Understanding the role of social media in destination marketing. Tourismos. 2012;7:193– 211. Available from: https://www.researchgate.net/publication/ 279554312_Understanding_the_role_of_social_media_in_destination_marketing

[12] Liu MT, Wong IA, Tseng TH, Chang AW, Phau I. Applying consumer-based brand equity in luxury hotel branding. J Bus Res. 2017;81:192–202.

[13] Saravanakumar M, Sugantha Lakshmi T. Social media marketing. Life Sci J. 2012;9(4).

[14] Mangold WG, Faulds DJ. Social media: The new hybrid element of the promotion mix. Bus Horiz. 2009;52(4):357–65.

[15] Manning, J. 2014. Definition and classes of social media, hlm. 1158–1162.

[16] Murdough C. Social media measurement. J Interact Advert. 2009;10(1):94–9.

[17] Nyadzayo MW, Johnson LW, Rossi M. Drivers and outcomes of brand engagement in self-concept for luxury fashion brands. J Fash Mark Manag. 2020;24(4):589–609.

[18] Omar B, Dequan W. Personality traits and user motivation on Tiktok mobile vdeo usage [iJIM]. International Journal of Interactive Mobile Technologies. 2020;14(4):121.

[19] Rietveld R, van Dolen W, Mazloom M, Worring M. What you feel, is what you like influence of message appeals on customer engagement on Instagram. J Interact Market. 2020;49(1):20–53.

[20] Ružić D, Biloš A. Social media. Destination marketing organisations (DMOs)*. Conference: Tourism & Hospitality Industry 2010. Croatia: New trends in tourism and hospitality management; 2010.

[21] Tussyadiah I, Zach F. Social media strategy and capacity for consumer co-creation among destination marketing organizations. Information and Communication Technologies in Tourism 2013, hlm. Berlin, Heidelberg: Springer Berlin Heidelberg; 2013. pp. 242–53.

[22] Van Belleghem S, Eenhuizen M, Veris E. SocialMedia around the world 2011. InSites Consulting; 2011.

[23] Zarezadeh Z, Gretzel U. Iranian heritage sites on social media. Tour Anal. 2020;25(2):345–57.

[24] Zollo L, Filieri R, Rialti R, Yoon S. Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. J Bus Res. 2020;117:256–67

Download
HTML
Cite
Share
statistics

60 Abstract Views

83 PDF Downloads