This study investigates the influence of social media electronic word-of- mouth (eWOM) and media publicity on the brand reputation of the automotive industry, using PT Astra Honda Motor as a case study. The research addresses a knowledge gap regarding how these digital elements shape brand perception and aims to determine their individual and combined impact. A quantitative approach was employed, collecting data from 114 Honda automatic motorcycle owners in the Jabodetabek area via an online questionnaire. The findings reveal that while both social media eWOM and media publicity individually have a significant positive influence on brand reputation, media publicity is the more powerful and unique predictor when both are analysed together. The multiple regression model demonstrated a strong overall fit, with social media eWOM’s influence becoming statistically insignificant in the presence of media publicity. This suggests that consumers view online publicity as a more legitimate and trustworthy source of information compared to eWOM on social media platforms like Instagram and TikTok. Despite the negative publicity surrounding the eSAF frame issue, the study concludes that PT Astra Honda Motor’s brand reputation remains strong among its consumers and enthusiasts.

Social Media eWOM, Media Publicity, Brand Reputation, Automotive Industry, Honda