A Study on the Influence of the Information Characteristics of AirlineSocial Media on e-WOM, Brand Equity and Trust

Background:This study investigates the effect of three of the information characteristics of airline social media – information quantity,information credibility and information quality – on brand equity and trust through electronic Word-Of-Mouth (e-WOM). Methods:For the analysis, we surveyed 430 passengers who had used airline social media and analyzed the collected data using a structuralequation. Results:The results of the analysis showed that while the information quantity and information quality of airline social media had asignificant effect on e-WOM, information credibility did not have a significant effect. e-WOM had a significant effect on brandawareness and brand image. Brand image and e-WOM also had a significant effect on trust, but brand awareness did not have astatistically significant effect on trust. Conclusion:This study establishes a model for the information characteristics of social media and can be utilized as basic data to explain howairlines should manage and utilize social media information