The role of social media marketing activities on building brand co-creation in Vietnam's airline industry

Abstract

This research investigates social media marketing activities (SMMAs)’s role on building branding co-creation in Vietnam’s airline industry. There are total 358 valid surveys was collected in this study from users who have experience in using airline and using Facebook fanpage of airline brand in Vietnam. The responses were collected and analyzed to test the hypotheses by the structural equation modeling method. The final research result showed that informativeness is the most impotant component of marketing activities in Vietnam’s airline social media context. The result also pointed out that SMMAs impact positively on both image and awareness of brand. Brand loyalty was impacted by image and awareness of brand; brand loyalty impacted positively on brand co-creation. This study results expect to consolidate the foundation of marketing strategy on social media platform for both researchers and practicers by studying the relative weight of the elements of SMMAs and SMMAs’s role on branding co-creation.