Laura Mia Fadillah, Dina Afifah, Johar R. Samosir, Yolla Ayutia


This study investigates the impact of three brand identities namely the promotional information characteristics of airline social media information quantity, credibility of information, and quality of information through electronic word-of - mouth (e-WOM). A survey was conducted to 250 customers who had been using social media from Garuda Indonesia airlines to interpret and evaluate data obtained using structural equations. The findings of this study shows that the promotion of social media airlines has a positive impact on e-WOM, then e-WOM has such a positive effect on the brand's image and e-WOM even has a noticeable impact on the selling of online tickets. This study sets out a model for social media information characteristics and can be used as basic data to illustrate how airlines can handle and use social media information.


Brand image, e-WOM, Promotion, Online Ticket Sales, Garuda Indonesia

Full Text:



Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851–858.

Bickart, B., & Schindler, R. M. (2001). Internet Forums As Influential. Journal of Interactive Marketing, 15(3), 31–40.

Building Community Social Capital: The Potential and Promise of Information and Communications Technologies. (2004). Journal of Community Informatics.

C.M., S. (2012). Customer engagement, buyer?seller relationships, and social media. Management Decision, 50(2), 253–272.

Chen, C. C., & Tseng, Y. De. (2011). Quality evaluation of product reviews using an information quality framework. Decision Support Systems, 50(4), 755–768.

Chu, S. C., & Choi, S. M. (2011). Electronic word-of-mouth in social networking sites: A cross-cultural study of the United States and China. Journal of Global Marketing, 24(3), 263–281.

Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 40–57.

Crespo-Almendros, E., & Del Barrio-García, S. (2016). Online airline ticket purchasing: Influence of online sales promotion type and Internet experience. Journal of Air Transport Management, 53, 23–34.

Hair, J. F., Anderson, R. E., Tatham, R. ., & Black, W. C. (2006). Multivariate Data Analysis. Sixth Edition. UK: Prentice-Hall International.

Kapoor, R. (2016). Managing Loyalty through Brand Image, Judgement and Feelings for Leveraging Power Brands. Management & Marketing. Challenges for the Knowledge Society, 11(4), 624–637.

Kim, N. E., & Kim, M. H. (2010). The Impacts of Tourism e-WOM information Characteristics and Community Interactivity on e-WOM Information Usefulness and e-WOM Effects.

López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: The role of consumers’ internet experience. Journal of Theoretical and Applied Electronic Commerce Research.

Parveen, F., Jaafar, N. I., & Ainin, S. (2015). Social media usage and organizational performance: Reflections of Malaysian social media managers. Telematics and Informatics, 32(1), 67–78.

Purwitasari, I., Kuswarno, E., Wahyudin, U., & Damayani, N. A. (2019). Garuda Indonesia new digital experience concept:Airline’s challenge in communication marketing in the digital era. International Journal of Recent Technology and Engineering.

Seo, E.-J., & Park, J.-W. (2018). A Study on the Influence of the Information Characteristics of Airline Social Media on e-WOM, Brand Equity and Trust. The Open Transportation Journal, 12(1), 289–300.

Sulaiman, A., Ng, J., & Mohezar, S. (2008). E-Ticketing as a New Way of Buying Tickets: Malaysian Perceptions. Journal of Social Sciences, 17(2), 149–157.



  • There are currently no refbacks.

Copyright (c) 2020 Advances in Transportation and Logistics Research

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Advances in Transportation and Logistics Research

ISSN: 2622-5778 (online)
Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia

ATLR by is licensed under a Creative Commons Attribution 4.0 International License.