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167933

The Role of Social Media in Building Brand Equity: A Study on the Facebook Pages of the Airlines Sector in Egypt

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Last updated: 22 Jan 2023

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Abstract

Airlines are continuously searching for better approaches to engage with their current and potential passengers. Social networking sites with its interactive nature have allowed these corporations to engage with customers in a two-way online dialogue. This article aims at investigating the role of the content that are created by airlines on their Facebook pages as well as the content that is posted by passengers in enhancing customer-based brand equity and purchase intention in the airline industry. A quantitative study was adopted for data collection through questionnaires. An online questionnaire was posted on a number of Facebook pages of three Egyptian airlines. Testing of the proposed conceptual framework was performed using the partial least squared structural equation modeling approach (PLS-SEM). The results indicated that the content that is created by the airlines only affected the brand awareness component of brand equity. As expected, the findings showed that the content that is posted by the passengers on the Facebook pages of the airlines significantly influenced all dimensions of brand equity. Finally, the findings confirmed the significant impact of these four dimensions on passengers' purchase intention. The paper contributes to online marketing field by examining the roles that different forms of social media content have in enhancing passengers' relationships with the airlines. Also, it underscores the critical value of user-generated content on social media in affecting passengers' opinions about the airline companies. Moreover, it provides some guidelines for airlines to fully utilize the power of social media marketing.

DOI

10.21608/acj.2021.167933

Keywords

social networking sites, Brand Equity, Purchase Intention, facebook, Airlines, Online Marketing

Authors

First Name

Hazem

Last Name

Gaber

MiddleName

-

Affiliation

Assistant Professor at Marketing & International Business Department, College of Management & Technology, Arab Academy for Science, Technology and Maritime Transport

Email

hazem.rasheed@aast.edu

City

-

Orcid

-

First Name

Ahmed

Last Name

Elsamadicy

MiddleName

-

Affiliation

Associate Professor, College of Management & Technology, Arab Academy for Science, Technology and Maritime Transport

Email

asamadicy@aast.edu.eg

City

-

Orcid

-

Volume

58

Article Issue

2

Related Issue

24468

Issue Date

2021-03-01

Receive Date

2021-02-03

Publish Date

2021-03-01

Page Start

127

Page End

158

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 58_Issue 2_Pages 127-158.pdf

PDF . 831.9kB

Link

https://acjalexu.journals.ekb.eg/article_167933.html

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https://acjalexu.journals.ekb.eg/service?article_code=167933

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5

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

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Article

Created At

22 Jan 2023