Brand Commitment Analysis in Improving Electronic Word of Mouth

DOI

10.2991/aebmr.k.220701.073How to use a DOI?

Keywords

Brand Commitment; Electronic Word of Mouth; eWOM; Streaming Music App

Abstract

This study aims to determine the effect of brand commitment on electronic word of mouth on music streaming application users in Indonesia. The research method used is quantitative with as many as 400 respondents who use streaming music applications. The data analysis technique uses path analysis. The results showed that brand commitment had an effect on electronic word of mouth. The dimension of continuance commitment in brand commitment gives the greatest contribution to electronic word of mouth.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Puspo Dewi Dirgantari
AU  - Ratih Hurriyati
AU  - Indira Siti Ashyfa
AU  - Ridwan Purnama
PY  - 2022
DA  - 2022/07/12
TI  - Brand Commitment Analysis in Improving Electronic Word of Mouth
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 385
EP  - 390
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.073
DO  - 10.2991/aebmr.k.220701.073
ID  - Dirgantari2022
ER  -