IDEAS home Printed from https://ideas.repec.org/a/pal/palcom/v11y2024i1d10.1057_s41599-024-04022-0.html
   My bibliography  Save this article

Unveiling the effect of social media marketing activities on logistics brand equity and reuse intention

Author

Listed:
  • Xiaofang Lin

    (Nantong Institute of Technology)

  • Abdullah Al Mamun

    (Universiti Kebangsaan Malaysia)

  • Mohammad Masukujjaman

    (Management and Science University)

  • Qing Yang

    (Universiti Kebangsaan Malaysia)

Abstract

Reserving existing customers is significantly more meaningful than acquiring new customers, particularly for logistics service providers. This long-standing view emphasizes the importance of customer retention for maintaining favorable relationships between logistics service providers and their clients. Drawing on the framework of the stimulus-organism-response model, this study proposes a model that integrates entertainment, interaction, trendiness, customization, and electronic word-of-mouth to examine how social media marketing activities and trust affect brand equity and reuse intentions for logistics services, both directly and indirectly. Empirical evidence was obtained from an online survey using WeChat and QQ, which administered a structured questionnaire to individuals with prior experience in logistics services at least once a week. We collected the data using a purposive sampling method from 932 participants, who represented the demographic of adult Chinese consumers. By applying partial least squares structural equation modeling, this study shows that interaction, trendiness, customization, electronic word-of-mouth, and trust positively affect the brand equity of logistics services, while the effect of entertainment on brand equity is not significant. In addition, the brand equity of logistics services positively affects the logistics service reuse intention. Furthermore, the result of the mediation analysis revealed that brand equity mediates the connection between interaction, trendiness, customization, electronic word-of-mouth, trust, and logistics service reuse intention. This study’s uniqueness lies in its thorough analysis of logistics service providers’ social media marketing efforts, trust, and their combined impact on brand equity and reuse intention. This study offers valuable perspectives on the significance of brand equity within the logistics sector, emphasizing the importance of prioritizing brand equity enhancement to improve performance and competitive edge.

Suggested Citation

  • Xiaofang Lin & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2024. "Unveiling the effect of social media marketing activities on logistics brand equity and reuse intention," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    • Handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-04022-0
    DOI: 10.1057/s41599-024-04022-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41599-024-04022-0
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/s41599-024-04022-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kim, Sanghyun & Park, Hyunsun, 2013. "Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance," International Journal of Information Management, Elsevier, vol. 33(2), pages 318-332.
    2. Daniel Winter Fernandes & Roberto Giro Moori & Valdir Antonio Vitorino Filho, 2018. "Logistic service quality as a mediator between logistics capabilities and customer satisfaction," Revista de Gestão, Emerald Group Publishing Limited, vol. 25(4), pages 358-372, July.
    3. Bruno Godey & Aikaterini Manthiou & Daniele Pederzoli & Joonas Rokka & Gaetano Aiello & Raffaele Donvito & Rahul Singh, 2016. "Social media marketing efforts of luxury brands : Influence on brand equity and consumer behavior," Post-Print hal-02313434, HAL.
    4. Ho, Mia Hsiao-Wen & Chung, Henry F.L., 2020. "Customer engagement, customer equity and repurchase intention in mobile apps," Journal of Business Research, Elsevier, vol. 121(C), pages 13-21.
    5. Su-Young Kwak & Woo-Sung Cho & Gil-Am Seok & Seung-Gyun Yoo, 2020. "Intention to Use Sustainable Green Logistics Platforms," Sustainability, MDPI, vol. 12(8), pages 1-17, April.
    6. Hauff, Sven & Richter, Nicole Franziska & Sarstedt, Marko & Ringle, Christian M., 2024. "Importance and performance in PLS-SEM and NCA: Introducing the combined importance-performance map analysis (cIPMA)," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    7. Dwivedi, Abhishek, 2015. "A higher-order model of consumer brand engagement and its impact on loyalty intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 100-109.
    8. Sandeep Kumar & Sidheswar Patra, 2017. "Does Promotion Mix Really Help to Enhance Brand Equity: A Literature Review," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(2), pages 80-86, May.
    9. Carlos Correa & David Alarcón & Ignacio Cepeda, 2021. "“I am Delighted!”: The Effect of Perceived Customer Value on Repurchase and Advocacy Intention in B2B Express Delivery Services," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    10. Mladen Pancić & Hrvoje Serdarušić & Dražen Ćućić, 2023. "Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    11. Ni Wayan Masri & Athapol Ruangkanjanases & Shih-Chih Chen, 2020. "The Effects of Product Monetary Value, Product Evaluation Cost, and Customer Enjoyment on Customer Intention to Purchase and Reuse Vendors: Institutional Trust-Based Mechanisms," Sustainability, MDPI, vol. 13(1), pages 1-20, December.
    12. Isaac Kofi Mensah & Zhao Tianyu & Guohua Zeng & Luo Chuanyong, 2019. "Determinants of the Continued Intention of College Students in China to Use DiDi Mobile Car-Sharing Services," SAGE Open, , vol. 9(4), pages 21582440198, December.
    13. Z. Lamberto Zollo & R. Filieri & R. Riccardo Rialti & S. Sukki Yoon, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Post-Print hal-04713687, HAL.
    14. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    15. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    16. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    17. Nadeem, Waqar & Khani, Amir H. & Schultz, Carsten D. & Adam, Nawal Abdalla & Attar, Razaz Waheeb & Hajli, Nick, 2020. "How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    18. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    19. Rizwan Raheem Ahmed & Erum Zahoor Zaidi & Syed Hasnain Alam & Dalia Streimikiene & Vishnu Parmar, 2023. "Effect of Social Media Marketing of Luxury Brands on Brand Equity, Customer Equity and Customer Purchase Intention," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(62), pages 265-265, February.
    20. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Amel Pintol & Nereida Hadziahmetovic, 2023. "The Mediating Role of Brand Trust in Social Media Marketing Activities and Brand Equity Relationship: Case of Bottled Water Brands in the Market of Bosnia and Herzegovina," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 5-20.
    2. Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    3. Khan, Imran, 2022. "Do brands’ social media marketing activities matter? A moderation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    5. Kuo, Ying-Feng & Chen, Fei-Lung, 2023. "The effect of interactivity of brands’ marketing activities on Facebook fan pages on continuous participation intentions: An S–O-R framework study," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    6. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    7. Rodrigues, Mariana Berga & Loureiro, Sandra Maria Correia & Romero, Maria Inês Relvas, 2024. "Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    8. Ala Shakeeb Awad & Ahmet Ertugan & Ayshe Hyusein, 2022. "Mode of Collaboration between the Pharmaceutical Firms and Pharmacists: An Empirical Investigation of Social Media Marketing Activities," Sustainability, MDPI, vol. 14(20), pages 1-14, October.
    9. Khoirina Kencana Ningrum & Ratna Roostika, 2021. "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(5), pages 34-45, July.
    10. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    11. Soo-Cheng Chuah & Azitadoly Mohd Arifin & Mohammad Nazreen Mayaddin & Mohd Farez Othman, 2023. "Impact of Social Media Marketing Activities on Online Purchase Intention for the Cosmetic Industry in Malaysia," Information Management and Business Review, AMH International, vol. 15(1), pages 106-113.
    12. Chikaodili Peace ONUORAH & Obinna Christian OJIAKU & Moses Chigbata OLISE, 2022. "Effect Of Social Media Marketing On Customer Brand Engagement In The Banking Industry: Evidence From An Emerging Economy," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 125-140, November.
    13. Wong Foong Yee & Siew Imm Ng & Kaixin Seng & Xin-Jean Lim & Thanuja Rathakrishnan, 2022. "How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 114-130, June.
    14. Elvin Sheak & Sham Abdulrazak, 2023. "The Influence of Social Media Marketing Activities on TikTok in Raising Brand Awareness," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 93-110.
    15. Kejun Lin & Wenbin Du & Shixin Yang & Chang Liu & Sanggyun Na, 2023. "The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
    16. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2023. "Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty," Journal of Business Research, Elsevier, vol. 160(C).
    17. Pejman Ebrahimi & Datis Khajeheian & Maria Fekete-Farkas, 2021. "A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude," IJERPH, MDPI, vol. 18(24), pages 1-21, December.
    18. Zobi Khan & Yongzhong Yang & Mohsin Shafi & Ruo Yang, 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    19. Farzana Sharmin & Mohammad Tipu Sultan & Daniel Badulescu & Alina Badulescu & Afrodita Borma & Benqian Li, 2021. "Sustainable Destination Marketing Ecosystem through Smartphone-Based Social Media: The Consumers’ Acceptance Perspective," Sustainability, MDPI, vol. 13(4), pages 1-24, February.
    20. Cho, Daegon & Hwang, Youngdeok & Park, Jongwon, 2018. "More buzz, more vibes: Impact of social media on concert distribution," Journal of Economic Behavior & Organization, Elsevier, vol. 156(C), pages 103-113.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-04022-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://www.nature.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.