MATEC Web Conf.
Volume 150, 2018Malaysia Technical Universities Conference on Engineering and Technology (MUCET 2017)
|Number of page(s)||9|
|Section||Education, Social Science & Technology Management|
|Published online||23 February 2018|
The Influence of Social Media Towards Emotions, Brand Relationship Quality, and Word of Mouth (WOM) on Concert’s Attendees in Indonesia
Faculty of Economics and Business, Universitas Indonesia, Indonesia
* Corresponding author: firstname.lastname@example.org
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.
© The Authors, published by EDP Sciences, 2018
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (http://creativecommons.org/licenses/by/4.0/).
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