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

Theoretical foundation

The stimulus-organism-response model, initially introduced by Mehrabian and Russell (1974), elucidates how environmental stimuli impact emotions and subsequent behaviors. In the realm of online marketing, researchers have identified consumer replies to various strategies by applying the stimulus-organism-response model, as evidenced by studies conducted by Cheung et al. (2021), and Yadav and Rahman (2018). Building on the foundations of these prior studies, this study employs the stimulus-organism-response model to establish a theoretical framework. This model aims to uncover which elements of social media marketing activities trigger favorable customer relationships. Behavioral results are achieved by influencing cognitive and emotional reactions.

The stimulus-organism-response theory posits that human behavior follows a pattern consisting of three closely interconnected stages: stimulus, organism, and response. In this framework, the stimulus represents the external factors that initiate the process, whereas the organism serves as an intermediary link reflecting consumers’ emotional and cognitive states following exposure to these stimuli. Finally, the response encompasses various criteria, such as trust, commitment, purchase intention, and loyalty, which are the outcomes of the interaction between stimuli and organisms (Jacoby, 2002). These stimuli include product characteristics, marketing approaches, salesperson’s attention, and the overall ambiance of the business.

This study investigates various aspects of social media marketing activities as stimuli for information acquisition. These factors include entertainment, customization, trendiness, marketing experiences, and interactivity, as established in previous research (Yadav and Rahman, 2018). Some researchers have considered electronic word-of-mouth as a consumer response (Seo and Park, 2018); however, a predominant perspective views it as a stimulus influencing brand equity and an integral part of social media marketing activities, as supported by multiple studies (Zollo et al., 2020; Yadav and Rahman, 2018; Godey et al., 2016). Electronic word-of-mouth, including social media reviews and recommendations, is acknowledged as a potent motivator for consumers in their brand decision-making process (Williams et al., 2020). Brand equity, which represents consumers’ emotional states following exposure to these stimuli, is considered an organism in this context (Yadav and Rahman, 2018). Also, this study analyzes consumers’ reuse intentions as the response variable following the research of Boardman and Mccormick (2019). Therefore, the Social Marketing Activities (entertainment, customization, trendiness, marketing experiences, and interactivity) significantly stimulate behavioral trust responses through equity as an organism and ultimately generate reuse intention, aligning with the S-O-R model.

Using the S-O-R model is deemed appropriate and effective for this research for two primary reasons. Firstly, it offers a conceptual framework for understanding the consumer decision-making process, thereby providing valuable insights into fashion e-consumer buying behavior, particularly from an Asian cultural standpoint (Alanadoly and Salem, 2022). Secondly, by delving into existing literature and recent studies, we can identify a range of triggers and stimuli that influence consumer behavior in a logistics service setting. By pinpointing these triggers and validating their impact, we gain a deeper understanding of online purchasing and consumer decision-making processes within the scope of our investigation.

Hypotheses development

Brand equity

Brand equity can be understood from both consumer and financial perspectives, and these viewpoints are interchangeable Malarvizhi et al. (2022). Aaker (1991) and Keller (1993) provided explanations of brand equity from the consumer standpoint. Aaker (1991) described brand equity as “a collection of brand assets and liabilities associated with the brand’s name and symbol, which can increase or decrease the value of products or services.” He conceptualized brand equity through elements such as brand awareness, brand loyalty, perceived quality, brand association, and other proprietary assets. Keller (1993) defined consumer-based brand equity as “the differential effect of brand knowledge on customer response to the marketing of the brand.” From a financial standpoint, brand equity refers to the additional monetary value attributed to a brand (Simon and Sullivan, 1993). In this study, brand equity is used as consumer-centric viewpoint. Brand equity refers to the degree to which customers favor and select a specific logistics service provider over competitors, even when the offerings are similar. It indicates a brand’s capacity to differentiate itself and emerge as the preferred choice (Ebrahim, 2019; Aji et al., 2020). We have chosen the consumer-centric perspective of brand equity for several reasons. First, in the logistics service industry, consumer perception is crucial for determining brand preference and loyalty, making this perspective highly relevant. Finally, our study’s primary objective is to explore factors influencing customer choice and loyalty, and a consumer-centric definition directly aligns with these goals by emphasizing the impact of brand knowledge and perception on customer behavior.

Social media marketing activity and brand equity

Social media marketing activities encompass various forms of communication, aiming to connect empathetically with young users while extending familiar brand emotions to a broader demographic age (Kim and Ko, 2012). These activities involve interactions and communication between consumers and brands, serving as advanced digital marketing strategies that leverage social media networks and interactions to achieve targeted marketing objectives (Li et al., 2021). The literature on social media marketing and brand equity consistently demonstrates the significant impact of social media marketing activities (SMAs) on enhancing brand equity across various industries. Scholars such as Seo and Park (2018), Ibrahim et al. (2021), and Kim and Ko (2012) emphasize the importance of five key components—entertainment, trendiness, interaction, word-of-mouth, and customization—in contributing to customer equity. Studies by Nobar et al. (2020) and Chen and Qasim (2020) reaffirm the positive correlation between SMAs and brand equity, while Sharma et al. (2022) highlight the direct influence of SMAs on brand equity. Research has shown that effective SMAs positively impact consumer-based brand equity by increasing brand awareness, image, loyalty, and preference (Koay et al., 2020; Hanaysha, 2016; Kumar and Patra, 2017). Additionally, SMAs foster customer brand attachment, trust, and online purchase intention, further enhancing brand equity (Heidari et al., 2023). The role of social media platforms like Facebook in influencing brand equity metrics underscores the need for tailored social media strategies based on industry specifics (Chung et al., 2020; Majeed et al., 2021). Furthermore, the interconnectedness between social media engagement and brand equity is highlighted through links to brand experience, trust, and consumer response (Ramadhani and Prasasti, 2023; Kurnianto and Dhewi, 2022).

However, significant gaps remain in the literature. There is a lack of understanding of the long-term effects of SMAs on brand equity, the impact of consumer-generated content, and context-specific outcomes. Most studies focus on specific industries and Western contexts, necessitating more research in diverse cultural and industry settings. Additionally, there is a need for context-specific insights into the limitations of entertainment as a driver of brand equity and reuse intentions in the logistics industry, to develop a more nuanced perspective on the effectiveness of entertainment-related features in various service contexts. Here is the discussion related to each component of SMA with brand equity:

Entertainment, as part of the social media marketing activities in the context of a logistics service provider, refers to the provider’s ability to engage and captivate its audience through its social media presence. This involves creating content that is enjoyable, interesting, and fun, which may not be typical expectations in the logistics industry (Aji et al., 2020). The aim is to make a logistics service provider’s social media content engaging and appealing, thereby enhancing the overall customer experience and brand perception (Ibrahim et al., 2021). Nobar et al. (2020) confirmed a positive correlation between social media marketing activities and brand equity. Building upon this, Chen and Qasim (2020) suggested that a company’s brand equity can be enhanced through the effective implementation of social media marketing activities. Sharma et al. (2022) argued that social media marketing activities have a significant and direct influence on brand equity. The connection that consumers establish with a brand’s enjoyable content can positively influence their inclination to purchase (Dessart et al., 2015). Seo and Park (2018) acknowledged the significance of entertainment in a brand’s social media marketing activities, emphasizing its role in captivating consumers and cultivating brand equity. Therefore, we propose the following hypothesis:

H₁: Entertainment positively affects logistics brand equity.

Interactions in social media marketing activities for logistics service providers involve engagement and communication between the provider and its audience through various social media platforms. This interaction encompasses the sharing of information, opinions, and feedback. This is facilitated by the logistics service provider’s active presence on social media, allowing for seamless and rapid communication and information exchange between the provider, customers, and stakeholders (Ibrahim et al., 2021; Aji et al., 2020; Seo and Park, 2018). Sharing brand-related information and attracting customer attention enhance brand interactions, allowing consumers to incorporate the brand into their own brand image, and ultimately boost brand equity (Langaro et al., 2018). According to Yoo et al. (2000), brand communication positively impacts brand equity when a message generates a favorable customer response compared with similar non-branded products. Additionally, as highlighted by Sharma and Verma (2018), the viral effect among social media users enables a brand to be extensively discussed and recognized by a large user base. Thus, a positive interaction can affect logistics brand equity through brand image and brand loyalty. In their study examining the impact of the COVID-19 pandemic on marketing strategies, researchers (Aljumah et al., 2021) found that interactive marketing through social networking platforms has a significant and profound effect on university brand equity. Thus, Hypothesis 2 is proposed as follows:

H₂: Interaction positively affects logistics brand equity.

Trendiness refers to the degree to which a logistics service provider’s social media marketing activities align with current industry trends and effectively engage with popular and updated content on social media platforms. It reflects their ability to stay current, engage with, and showcase industry trends, utilize contemporary social media practices, and provide a wide array of appealing and trendy content on social media platforms (Seo and Park, 2018; Ebrahim, 2019). Social media platforms provide up-to-the-minute information and break news, and serve as primary search platforms. Trendiness, a component of social media marketing activities, involves presenting customers with recent and current product information (Godey et al., 2016). According to Yadav and Rahman (2018), consumers engage in social media content to assess their peers’ current product usage and gather information that aids in shaping their product preferences based on prevailing trends. Furthermore, as Zarei et al. (2022) suggested, the continual updating of the most recent brand materials on social media channels has a favorable effect on consumers’ subconscious perceptions, instilling a sense of novelty and trendiness, which in turn fosters brand loyalty. Seo and Park (2018) revealed the significant impact of trendiness on brand image and awareness, ultimately contributing to brand equity. Thus, the following hypothesis is proposed:

H₃: Trendiness positively affects logistics brand equity.

Customization refers to logistics service providers’ ability to tailor and personalize their services and recommendations to meet the specific needs and requirements of individual customers through their social media platforms (Wibowo et al., 2021; Ibrahim et al., 2021). This involves offering information and services that are uniquely suited to each customer, thus enhancing the overall customer experience (Ebrahim, 2019). Customization positively affects logistics brand equity by meeting individual customer needs, leading to higher satisfaction and loyalty. This enhances a brand’s perceived value and differentiation in a competitive market, resulting in a strong and favorable brand image that attracts new customers and maintains long-term relationships. The customization efforts of social media marketing initiatives have the potential to impact consumers’ cognitive experiences and brand affinity, leading them to prioritize a specific brand when making purchasing decisions, as indicated by Dessart et al. (2015) and Cheung et al. (2020a). Seo and Park (2018) identified customization as the second most influential element in social media marketing activities that influences brand equity.

H₄: Customization positively affects logistics brand equity.

Electronic word-of-mouth in social media marketing for a logistics service provider involves customers actively sharing positive experiences and recommendations through personal messages, posts, and content sharing on platforms such as Facebook and Twitter. This amplifies the provider’s visibility and reputation (Aji et al., 2020; Ibrahim et al., 2021). This also signifies that customers are highly engaged and advocate for the provider, promoting it more than any other company through online conversations (Wibowo et al., 2021). Consumers can provide immediate feedback, opinions, comments, and suggestions about products or services on social media platforms, facilitating easy access to the products they require (Godey et al., 2016). Additionally, research on luxury fashion brands (Kim and Ko, 2012) and the import shoe industry by Syahrivar and Ichlas (2018) revealed that electronic word-of-mouth exerts a positive influence on all facets of brand equity, with robust online brand equity driving greater customer involvement in purchase decisions. Electronic word-of-mouth exerts a more substantial influence on brand equity than traditional word-of-mouth, primarily because of its convenience, real-time nature, geographical independence, and widespread availability (Farzin et al., 2022). Consumers increasingly depend on electronic word-of-mouth recommendations when making choices about products and services, as electronic word-of-mouth remains relevant and accessible to potential customers throughout the purchase journey, as highlighted by Roy et al. (2021). Consequently, we propose the following hypothesis:

H₅: Electronic word-of-mouth positively affects logistics brand equity.

Trust

Trust in logistics service providers is the belief and confidence customers have in the provider’s honesty, commitment to customer satisfaction, consistency in meeting expectations, reliability, and their resulting loyalty to the brand (Ibrahim et al., 2021). In the digital realm, trust is more crucial than face-to-face interactions, and is vital for starting and maintaining relationships. It evolves through past interactions, and significantly influences understanding and brand associations (Ebrahim, 2019). Brand equity, as a market-based asset founded on relationships, suggests that establishing and nurturing trust is fundamentally crucial, as it represents a pivotal attribute within any prosperous, enduring relationship, as highlighted by Morgan and Hunt (1994). Individuals with a strong sense of trust are more inclined to actively participate in social media interactions and demonstrate greater engagement with a brand’s social media endeavors. In turn, this heightened engagement plays a pivotal role in enhancing overall brand value (Chahal and Rani, 2017). Furthermore, beliefs about the attributes of social media platforms have a significant influence on customer behavior. Trust mediates the connection between social media marketing activities and intentions (Kim and Park, 2013). Ebrahim (2019) established a clear link between trust and the resulting brand equity in the context of social media marketing in Egypt. Thus, we propose the following hypothesis:

H₆: Trust positively affects logistics brand equity.

Trust can positively influence reuse intention by reducing perceived risk, building emotional connections, and allowing occasional mistakes without losing consumer confidence (Jin et al., 2015; Namahoot and Jantasri, 2022). When consumers are assured that interactions with the brand will not result in problems or disappointment, they are more inclined to continue using the brand’s services (Mensah et al., 2019; Nadeem et al., 2020; Leung and Seah, 2022). Additionally, emotional attachment to the brand encourages consumers to return and maintain long-term relationships with it (Yang et al., 2018; Nadeem et al., 2020; Shin et al., 2020). According to Ibrahim and Aljarah (2018), trust has a positive relationship with revisit intention in a five-star hotel in Northern Cyprus. Shabankareh et al. (2023) and Leung and Seah (2022) highlighted that trust is a critical factor influencing the intention to repurchase. Similarly, Tian et al. (2022) identified a positive link between trust and the inclination to make repeat purchases. Scholars (Chen et al., 2022; Correa et al., 2021; Masri et al., 2020) have emphasized that trust plays a crucial role in enhancing repurchase or reuse intentions. Additionally, a substantial body of literature supports the close link between trust and repurchase intentions (Gültekin and Kiliç, 2022; Ibrahim et al., 2021; Ratnawati et al., 2022), further underscoring the importance of fostering trust to promote customer loyalty and repeat business. In the logistics industry, where reliability and consistency are paramount, building and maintaining trust is essential for fostering long-term customer relationships and encouraging repeated use of services. Consequently, customers are more inclined to reuse a logistics provider they trust, expecting consistent performance and reliability. Hence, we formulated the following hypothesis:

H7: Trust positively affects logistics reuse intention.

Brand equity

Xu et al. (2021) suggest that brand equity stands as a fundamental concept in brand marketing that serves as a tool to attain a competitive edge in the marketplace. Brand equity in logistics is the extent to which customers prefer and choose a particular logistics service provider over competitors, even when the offerings are similar. This signifies a brand’s ability to stand out and become its preferred choice. Brand equity involves the ease with which customers recognize and remember a brand’s visual elements such as its logo and symbols (Ebrahim, 2019; Aji et al., 2020).

Strong brand equity also helps differentiate providers in a competitive market, reinforcing the decision to repurchase. This correlation aligns with the research conducted by Duh and Pwaka (2023), demonstrating that various aspects of brand equity positively impact grocery retailers’ future repurchase intentions. Similarly, Ho and Chung (2020) found that brand equity has a favorable effect on customers repurchase intentions. Wei et al. (2023) proposed that all dimensions of brand equity significantly affect repurchase intention. Pancić et al. (2023) support the empirical findings that green brand equity positively impacts the intention to repurchase green products. Langga et al. (2021) postulated that brand equity significantly influences reuse intention. Therefore, we propose the following hypothesis:

H₈: Brand equity positively affects logistics reuse intention.

Mediating role of brand equity

According to the stimulus-organism-response model, a positive brand experience fosters favorable customer reactions toward the brand. Dwivedi (2015) noted that when customers establish emotional connections with a brand through brand engagement, the probability of purchasing the product or service increases. Brand equity can mediate the relationship between entertainment and repurchase intention by serving as a bridge between the emotional impact of entertainment and consumer loyalty. When consumers find entertainment in their interactions with a brand, it enhances their brand perceptions, trust, and attachment, all of which are components of brand equity (Nobar et al., 2020). Similarly, customers’ positive interactions with a brand, enhance their perception of the brand’s reliability and value, thus building brand equity (Aljumah et al., 2021). In addition, when a brand is perceived as trendy, its brand equity is enhanced owing to the creation of a positive image and emotional connection with customers (Seo and Park, 2018). According to Cheung et al. (2020a), customized services through social media marketing activities positively influence logistics brand equity by catering to individual customer requirements, resulting in increased satisfaction and loyalty. Customers who have read or received positive electronic word-of-mouth may develop a sense of loyalty to the brand, or when customers perceive a brand as high quality and valuable, it may contribute to overall brand equity (Farzin et al., 2022). When customers trust a brand, they are more likely to have a stronger attachment to it, perceive it more positively, and be loyal to it. Collectively, these elements contribute to brand equity (Tian et al., 2022). This heightened brand equity, in turn, translates into increased repurchase intentions, as consumers are more inclined to choose and stay committed to a brand that consistently provides entertaining and satisfying experiences (Langga et al., 2021). Therefore, this study is also concerned with how the brand equity of logistics services mediates the relationship between interaction, entertainment, customization, trendiness, trust, electronic word-of-mouth, and reuse intention of logistics. Therefore, we propose the hypotheses H_M1 to H_M6 as follows:

H_M1-6: Brand equity mediates the association between; M₁) entertainment, M₂) interaction, M₃) trendiness, M₄) customization, M₅) word-of-mouth, and M₆) trust on logistics service reuse intention.

According to the above hypotheses, Fig. 1 are illustrated below: