The Influence of Social Media Towards Emotions, Brand Relationship Quality, and Word of Mouth (WOM) on Concert's Attendees in Indonesia

Yulia Rahmadini, Rizal

Research output: Contribution to journalConference articlepeer-review

2 Citations (Scopus)

Abstract

Social media has been developing significantly from year to year. In Indonesia, 72% of the internet users use the internet to access social media. This indicates that social media are effective brand communication and promotion tools. Music industry is one of the business industries which utilizes social media as communication and promotion tools, especially related to music concerts. The purpose of this study is to identify the impact and relationship of social media towards emotional attachment and brand relationship quality, in which both will be then compare towards word of mouth (WOM) on concert's attendees. This research uses descriptive design research conducted in one period (cross sectional design). Respondents of this study are 160 persons who attended concerts last year. The five-hypotheses research model in this study is tested using the Structural Equation Modelling (SEM). This research shows that social media interaction may result in emotional attachment. Emotional attachment felt by concert attendees may influence positively and significantly to brand relationship quality and creates word of mouth among the concert attendees.

Original languageEnglish
Article number05058
JournalMATEC Web of Conferences
Volume150
DOIs
Publication statusPublished - 26 Feb 2018
Event2017 Malaysian Technical Universities Conference on Engineering and Technology, MUCET 2017 - Penang, Malaysia
Duration: 6 Dec 20177 Dec 2017

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