The Influence of Social Media Usage, Electronic Word of Mouth (eWOM), and Incentives on Behavioral Intention and Its Implications for Customer Loyalty Among Radio Broadcasting Audiences in the Digital Marketing Era

Hermawan, Iwan and Murhardi, Werner Ria (2026) The Influence of Social Media Usage, Electronic Word of Mouth (eWOM), and Incentives on Behavioral Intention and Its Implications for Customer Loyalty Among Radio Broadcasting Audiences in the Digital Marketing Era. In: Proceedings of the International Symposium on Management (Volume 23, 2026), 2026, Surabaya, Indonesia.

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Abstract

This study aims to analyze the influence of Social Media Usage, Electronic Word of Mouth (eWOM), and Incentives on Behavioral Intention and its implications for Customer Loyalty among audiences of radio broadcasting media in the digital marketing era. The rapid development of digital technology and social media has transformed media consumption patterns, where audiences are no longer passive recipients of information but active participants who interact, share, and shape perceptions of media content (Indriyarti, 2023). In this context, radio broadcasting media are required to adapt by leveraging digital platforms to enhance audience engagement and maintain loyalty (Wiridjati & Roesman, 2018). This research employs a quantitative approach with a causal research design. Data were collected through questionnaires distributed to 209 radio broadcasting media audiences who actively use social media and have received incentives from radio stations. The data analysis technique used is Structural Equation Modeling (SEM). The exogenous variables in this study are Social Media Usage and Incentives, while the endogenous variables are Electronic Word of Mouth (eWOM), Behavioral Intention, and Customer Loyalty. The results indicate that Social Media Usage has a positive and significant effect on eWOM and Behavioral Intention. Incentive has a positive and significant effect on Behavioral Intention. Behavioral Intention has a positive and significant effect on Customer Loyalty. However, eWOM does not have a significant effect on Behavioral Intention. This study provides theoretical contributions to the development of audience behavior studies in radio broadcasting media within the digital marketing context, as well as practical implications for media managers in designing digital-based approaches to enhance audience engagement and loyalty.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Social Media Usage, Electronic Word of Mouth, Incentive, Behavioral Intention, Customer Loyalty, Radio Broadcasting
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BAMBANG SEPTIAWAN
Date Deposited:	29 Jul 2026 04:33
Last Modified:	29 Jul 2026 04:33
URI:	http://repository.ubaya.ac.id/id/eprint/51042

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