No abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to explore the effect of the image of country of origin (COO) and word of mouth (WOM) toward brand equity (BE). Design/methodology/approach -Questionnaire was deployed to collect data. Prior to data collection, validity, and reliability tests were performed. Valid and reliable questionnaire was distributed to car customer in Jabodetabek region. It was succeeded to distribute 389 questionnaires and completely filled up by respondents. Structural equation modeling further was deployed to analyze the data. Findings -COO and WOM significantly influence BE indirectly thorough BE dimensions. WOM exhibited stronger influence toward BE. The influence of COO and WOM toward BE dimension was also investigated. WOM showed stronger influence toward BE dimension, in descending order are brand loyalty (BL), brand association (BAS), perceived quality (PQ), and brand awareness (BA). COO showed weaker influence and different order, in descending order are BA, PQ, BL, and BAS. Originality/value -Role of WOM in marketing has been extensively discussed by researchers. It is generally acknowledged playing a considerable role in influencing and forming consumer attitudes and behavioral intentions. However, up to this date role of WOM on BE has not been explicitly studied by researchers. COO in another hand has been related to BE although in a limited references. Those studies were performed outside of Indonesian consumer. Up to this date study of COO of Indonesian consumer behavior remains unaccounted.

Purpose of the study: The purpose of this research is to analyze the disaster communication patterns and behaviors of Twitter users. Flood disaster in the Jabodetabek area became an unexpected event in early 2020. The flood inundated 23 areas in Bekasi, two regions in Bogor, and 17 areas in Jakarta. Information about floods became a trending topic on the 1st of January 2020. Methodology: The method used is social network analysis and text analysis #Banjir2020 on Twitter, using Netlytic and Gephi. The sample analyzed 1000 tweets from 304 users and 670 edges. The data was selected from the 10th to 13th of January 2020. Netlytic.org limits that we can only retrieve tweets data from Twitter for less than 2 weeks due to API limitations. Main Findings: The result shows that #Banjir2020 disaster communication patterns on Twitter formed five significant clusters on its network. The communication occurred as one-way communication. A low level of network density showed that the quiet intensity of communication and slow information to be able to spread throughout vast networks. Every twitter user involved can directly provide information to others. Judging from the messages conveyed, the most formed behavior is the behavior of information dissemination regarding this flood. The next significant response is the defense of DKI Jakarta Governor. Implications of this study: The disaster communication behaviors on #Banjir2020 is dominated by flood disaster information in some areas. Communication patterns form vast networks but still lack in terms of intensity, two-way communication, and slow information to move throughout the system. Novelty/Originality of this study: The research of #banjir2020 through Twitter using the analysis of SNA and disaster communication behavior has never been done by other researchers.

An enterprise organization need good brand equity to survive in a fiercely competitive market. Marketing communication plays an important role in establishing brand equity. The study aims to analyze the effect of Marketing Communication that consists of advertising, sales promotion, and eWOM on brand equity with brand image, brand trust, and brand loyalty as the intervening variables. This study employs a quantitative method with a sample of 314 respondents, who are consumers of smartphones. The data is analyzed with SEM technique with Amos 21 application. Results of the study indicate a significantly positive effect of advertising and eWOM on brand image. eWOM exerts a larger effect on brand image than advertising. However, sales promotion does not affect brand image. Sales Promotion and eWOM have a significantly positive effect on brand trust, while advertising has a significantly negative effect on brand trust. Brand trust has a significantly positive effect on brand loyalty. Nevertheless, the brand image does not affect brand loyalty. Meanwhile, brand loyalty has a significantly positive effect on the brand equity of smartphone products purchased by consumers. Of the three variables of marketing communication studied, eWOM has the largest indirect effect on brand equit.

The COVID-19 pandemic that occurred all across the globe affected the economy. The firm is responsible for promotions, and clients use different types of technology to make purchases. Digital marketing employs social media to promote a product using electronic communication tools, which assist customers in making better-educated buying choices and persuade them to purchase a product or service. This study used purposeful sampling to acquire data, and the sample size was computed using answers from 441 participants who completed online surveys. Participants must be at least 20 years old and active purchasers in the retail internet industry. The suggestion indicates that customers may obtain a product or service via social media or e-WOM. Our SEM-based analysis revealed conformity with the value CFI is 0.954, the value RFI is 0.918, the value NFI is 0.931, and the value RMSEA is 0.066. Consequently, advertising using digital marketing on social media during the COVID-19 epidemic has substantially influenced consumers' purchasing decisions.