Determinants of Electronic Word of Mouth and the Mediating Effect of Brand Image Among Airline Customers in Malaysia

Nawi N. C., Al Mamun A., Ramlee S. I. F., Nasir W. M. N. W. M., Radzi M. S. N. M., Abd Rahman A. A.

International Conference on Business and Technology (ICBT), İstanbul, Turkey, 6 - 07 November 2021, vol.485, pp.603-617 identifier identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 485
  • Doi Number: 10.1007/978-3-031-08093-7_40
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.603-617
  • Keywords: Electronic word of mouth, Brand image, Airline passengers, Malaysia, MARKETING ACTIVITIES, EQUITY, SEM
  • Middle East Technical University Affiliated: No


Given the significance of electronic word of mouth for digital edge, this research evaluated the influence of selected determinants towards brand image and electronic word of mouth among airline passengers in Malaysia. A total of 400 random airline passengers were participated in this survey. The results showed that the components for social media marketing activities components are entertainment and trendiness. It is revealed that social media marketing activities, value consciousness, and brand consciousness can positively and significantly enhance brand image. Brand image shown a positive influence on electronic word of mouth among the Malaysian airline passengers. Thus, brand image can significantly mediate the effects of social media marketing activities, value consciousness, and brand consciousness eWOM across the sample of the study. Apart from extending the current emarketing management literature, the study contributed to the airline companies, particularly in Malaysia, to set their marketing plans using social media, value, and brand consciousness in developing customers engagement through electronic word of mouth.