Understanding the Role of Social Media on Customer-based Brand Equity and Brand Engagement in Tourism in Indonesia
DOI:
https://doi.org/10.18502/kss.v9i21.16662Abstract
This study aims to explain the relationship between social media and customer-based brand equity in understanding destination tourism. Furthermore, this study was also used to raise awareness about the importance of social media for marketing activities in every aspect. The method used was qualitative research with observation methods. This study is included in the category of secondary data obtained from previous studies. This is a field research which is carried out by observing and recording events on the object of research, in this case, visitors to tourist attractions. The study shows that there are two major reasons for social media’s popularity among tourists. First, experiential tourism allows potential tourist to make their decision based on shared experiences available on social media. Second, social media allows tourists to be storytellers and improves the sense of belonging to the online community.
Keywords: social media, customer-based brand equity, brand engagement
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