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

The rapid evolution of the internet has brought about a profound transformation in marketing practices (Hafez, 2021), with social media marketing emerging as one of the most dynamic and rapidly expanding channels for brand development (Zarei et al., 2022). Social media marketing leverages social networking sites to connect with diverse stakeholders (Albanna et al., 2022), serving as a valuable tool for dispelling misconceptions, addressing rumors, and enhancing brand value through data-driven consumer interactions (Ibrahim, 2022). Social media enables consumers to share their experiences and has overtaken traditional media owing to smartphone adoption (Chatterjee et al., 2022), leading to increased usage of brand-related information dissemination and influencing purchasing intentions (Hanaysha, 2022). According to the data from the China Internet Network Information Center, the Internet user count in China reached 1.05 billion by June 2022, marking a rise of 19.2 million users since December 2021 (CNNIC, 2022). Consequently, social media platforms, including official websites and apps (e.g., WeChat, QQ) have become primary channels for Chinese companies, including logistics firms, to engage with netizens, surpassing the significance of physical stores. These statistics have prompted marketers in recent times to use social media as a channel for brand communication (Yadav and Rahman, 2018). Furthermore, logistics excellence has been recognized as a crucial competitive advantage for firms providing marketing services (Korucuk and Aytekin, 2023). By infusing entertainment elements like gamification and interactivity into their social media marketing endeavors, logistics services can further bolster their competitive edge and, enhance customer satisfaction, customer engagement, and foster loyalty (Yang et al., 2017) and also can serve as an alternative approach for data collection and processing, offering valuable insights for logistics service providers (Nawaz et al., 2023).

As a rapidly developing economy, China has a significant need for logistics services. The country’s logistics sector has undergone remarkable expansion, witnessing a market value exceeding 335 trillion yuan in 2021, a two-fold increase from previous levels (Statistica, 2022). This impressive growth is driven primarily by thriving domestic and cross-border e-commerce industries, which are expected to generate revenue surpassing 850 billion yuan in 2021 (Statistica, 2022). Prioritizing the retention of existing customers across different domains is more important than acquiring new customers. For logistics service providers, the enduring perspective underscores the importance of customer reuse intention (Lin et al., 2023). This concept, defined as a consumer’s belief in and willingness to engage in future transactions with a particular service, plays a pivotal role in fostering favorable relationships between service providers and their clients (Burnham et al., 2003). Therefore, the logistics service reuse intention is not only crucial from the seller’s perspective, but also serves the interests of the buyers to a significant extent. Integrating social media with traditional marketing channels presents complexities for logistics providers, as they struggle to ensure consistent and complementary messaging across platforms, impacting brand equity and customer retention. Creating engaging content for a diverse customer base, from corporations to individual consumers, while maintaining brand consistency, poses a significant challenge. Besides, the Chinese market has distinct cultural, social, and economic characteristics that influence consumer behavior and brand perception. Understanding how these factors interact with social media marketing activities in the context of the logistics industry is essential for tailoring marketing strategies that resonate with Chinese consumers. Therefore, the following research question is proposed:

RQ1: What is the influence of social media marketing activities on brand equity and reuse intention in the logistics service industry in China?

Although numerous studies have explored various aspects of logistics service providers, most have focused on service quality, satisfaction, logistics service quality, and related topics (Vu et al., 2020; Fernandes et al., 2018; Huma et al., 2020). Additionally, some research has delved into areas such as parcel services, omnichannel retailing, online logistic service value, customer satisfaction, third-party logistics, service performance, and green logistics (Wang et al., 2019; Lin et al., 2023; Han and Xie, 2019; Bai and Sarkis, 2019; Asian et al., 2019; Jakšič and Budler, 2020). However, despite a recent surge in attention from researchers on reuse intention across different industries, including bookstore applications, food delivery, smart tourism, and mobile e-commerce, limited research has been dedicated to the reuse intention of logistics services among consumers, particularly within the framework of the stimulus-organism-response model. Furthermore, existing studies (Lin et al., 2023; Ginting et al., 2023) have highlighted the significant influence of customer satisfaction on reuse intentions. Therefore, it is imperative for logistics service providers to comprehensively comprehend the sources of brand equity, their impact on customer decisions, and the key factors influencing these decisions to effectively utilize brand equity as a strategic tool for enhancing services and brand value. However, existing research has ignored the influence of brand equity as a predictor of reuse intention.

Over the past decade, social media marketing has emerged as a prominent research area shedding light on various aspects of customer relationships. Social media marketing activities can cater to diverse individual needs and enhance the perception of a consumer-brand relationship (Ibrahim et al., 2020). Many studies have linked social media marketing activities to outcomes such as revisitation, reuse, and trust (Alalwan et al., 2017; Bilgin, 2018). The impact of social media marketing activities on brand equity has been explored by Koay et al. (2020), Zollo et al. (2020), and Chen and Qasim (2020). However, limited research explains the mechanisms through which social media marketing activities influence reuse intention (Ibrahim and Aljarah, 2018), brand loyalty (Ebrahim, 2019; Khan, 2019), and trust (Moslehpour et al., 2020; Wibowo et al., 2021). Trust is an experiential process evolving from past interactions (Tao et al., 2019); yet, empirical research on it remains scarce in the branding literature.

Scholars have examined the components of social media marketing activities in various industries, including smartphones (Cheung et al., 2020a), the airline industry (Seo and Park, 2018), coffee shops (Ibrahim et al., 2021), luxury cosmetics (Cheung et al., 2020b), and the banking sector (Hafez, 2021), among others. Seo and Park (2018) defined social media marketing activities as those that include elements such as engagement, entertainment, customization, perceived risk, and trendiness. Cheung et al. (2020a) shared a similar framework, with perceived risk replaced by electronic word-of-mouth. However, to date, there has been a lack of research establishing connections between these social media marketing activity components and brand equity, both in logistics-related studies and across other industries. Here lie the research gaps of this study.

This study aims to explore the impact of social media marketing initiatives on both brand equity and the intention to reuse logistics services. This study contributes substantially to the extant social media marketing activity theory in the logistics service sector (Davis et al., 2009). It also explores the literature gap by analyzing social media marketing activities and behavioral responses such as brand equity and reuse intention. First, the study reviews the concepts of social media marketing activities, brand equity, trust, and reuse intention. Subsequently, it assesses the influence of social media marketing activities on brand equity and reuse intention, along with the impact of trust on both brand equity and reuse intention. Second, it analyzes how brand equity mediates the relationship between social media marketing activities and reuse intention, and how brand equity mediates the relationship between trust and reuse intention. Third, the mediating role of brand equity is tested within the context of social media marketing activities and the reuse intention of logistics services. Subsequently, the results derived from data analysis using the Statistical Package for Social Science and Smart-PLS software were incorporated. Finally, the research findings are elucidated, and recommendations are presented for logistics service companies and researchers.

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:

Conceptual framework.

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Population and sample

The target population of this study was Chinese customers aged 18 years and above, constituting approximately 65% of the entire Chinese population. To calculate the required sample size for this study, we used the G*Power software. Given an effect size (f²) of 0.15, a power level of 0.80, and seven exogenous variables, the suggested sample size was computed as 103 individuals (Faul et al., 2009). Hence, a sample size of 932, derived from the distribution of 1613 questionnaires with a response rate of 95.08%, was considered sufficient for this study, thereby confirming the validity of the subsequent investigation. The consistently high response rates in our study can be attributed to our persistent reminders to complete the questionnaire. The study was conducted in accordance with the ethical principles outlined in the Declaration of Helsinki. Additionally, all participants provided written informed consent, and it is worth noting that no identifiable information was collected or reported in the course of this research.

Survey instrument

Overall, the questionnaire consisted of two parts. The first is the demographic characteristics of the respondents. In addition, the interviewees were required to provide information about the frequency with which they purchased products online and used logistics services each month. The second section focuses on exogenous and endogenous constructs, including customization, trendiness, interaction, entertainment, brand equity, electronic word-of-mouth, trust, and reuse intention of logistics services. We reorganized all 36 measurement items for the constructs mentioned, drawing upon the existing literature as a source. The respondents were advised at the beginning of the questionnaire to base their responses on their most recent or memorable experiences with logistics service providers. To assess all variable indicators, a seven-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree) was used. Comprehensive details regarding the questionnaire used to measure all variables are provided in Supplementary Material 1. Table S1. Table 1 highlights the operational definition of the constructs.

Data collection method

All items in the questionnaire were adapted from existing literature. The survey was initially developed in English and subsequently translated into Chinese by a translation company to suit the context of research within China. To ensure the accuracy of the translated questionnaire and to check the quality of the translation while avoiding any distortion or misinterpretation of the original expressions, the research team also conducted a back-translation process. In this stage, the researchers translated the questionnaire back into English to ensure consistency with the content and intent of the original version. After verifying that there were no deviations caused by the translation process, the Chinese version of the questionnaire, along with the informed consent form, was uploaded to WJX for data collection. A purposive sampling approach was employed to gather a sufficient number of respondents through both WeChat and QQ software from November 22, 2022, to February 4, 2023. To enhance the representativeness of the sample, the questionnaire incorporated screening questions to identify qualified respondents (specifically, whether they had experience using logistics services). Only those who answered “yes” were considered for the next step of the survey. Ultimately, the study obtained 932 valid questionnaires for subsequent analysis.

Common method bias

Within this study, we opted for the utilization of a self-administered questionnaire as our data collection method and employed a structural model for hypothesis testing. Consequently, there is the potential for common method bias (CMB). To mitigate this concern, we implemented both procedural and statistical remedies following the recommendations by Podsakoff et al. (2003). Terminology definitions were clearly described in the questionnaire to avoid confusion. To assess the presence of CMB, we use Kock and Gaskins (2014) full-collinearity test. In this evaluation, all the latent variables within the study were regressed against a collectively generated variable. The study demonstrated that a single factor explained 49.99% of the overall variance, which was less than the minimum 50%, and CMB did not exist (Kock et al., 2021). As a consequence of conducting a comprehensive collinearity test, variance-inflated factor values for entertainment (2.472), interaction (2.469), trendiness (2.802), customization (2.849), electronic word-of-mouth (2.501), brand equity (2.467), trust (2.796) and reuse intention (3.535) fell below 5, (shown in Table 2), indicating that the model did not exhibit issues related to CMB (Kock and Gaskins, 2014).

Multivariate normality

Ensuring appropriate data analysis involves the crucial consideration of multivariate normality. In this study, we assessed multivariate normality using the Web Power online tool (Web Power, 2018). The outcome of this assessment signified that the p-values for Mardia’s multivariate skewness and kurtosis fell below 0.05, thereby confirming the presence of non-normality (Hong et al., 2024) Therefore, we used partial least squares structural equation modeling for our analysis.

Data analysis method

This study employed a structured approach encompassing three distinct phases of analysis. Initially, we focused on assessing the measurement model to ascertain its validity and reliability. Next, structural equation modeling (SEM) was employed to explore the complex relationships between the predictor and latent variables, including the mediation and moderation effects. Structural equation modeling, particularly the application of partial least squares-based SEM through Smart-PLS 4.0, was selected because of its recognized efficacy in evaluating complicated frameworks involving moderation effects, as emphasized by Hair et al. (2021). Finally, to enhance the robustness of the findings, a necessary condition analysis (NCA) employing a bottleneck analysis approach was conducted to attain a thorough comprehension of the interplay among the constructs. NCA revolves around identifying the independent variables critical for attaining the desired outcome, a concept rooted in necessity logic, in which their absence ensures failure, as highlighted by Hauff et al. (2024). The combined utilization of PLS-SEM and NCA is recommended, as it contributes to the development and validation of the theory, in line with Richter et al. (2022).

Respondents’ demographic profile

The demographic characteristics of the study participants (932) reflected a balanced gender distribution (47.4% male, 52.6% female) and a highly educated sample, with the majority holding at least a bachelor’s degree or equivalent (75.3%). The study included respondents across a broad age spectrum: 28.2% of the respondents fell within the range of 36–45 years, 28.9% fell in the range of 26–35 years, 25.4% were in the range of 18–25 years, 12.6% were in the range of 46–55 years, and 3.5% were in the 56–65 years range. Most participants were employed full-time (56.8%), with a significant number being married (60.2%). Among the entire pool of respondents, 47.8% reported a monthly income below the RMB 4500 mark, with the remaining 52.1% indicating an income surpassing this threshold. Likewise, most participants (84.8%) allocated monthly spending below RMB 4500, while the remaining 15.2% exceeded this expenditure level. Geographically, the participants hailed from diverse regions in China. East China accounted for the highest proportion (24.5%), followed by Central China (17.2%), South China (13.2%), North China (13.2%), Northwest China (11.2%), Northeast China (10.6%), and Southwest China (8.9%), with a smaller percentage from other regions (1.3%). Finally, a noteworthy proportion of participants exhibited lower monthly shopping expenses (38.5%) and varying shopping frequencies, indicating potential insights into price sensitivity and purchasing habits (Table 3).

Measurement model

Reliability and validity

In the present study, the researchers ensured the robustness of the measurement model by examining its internal consistency, reliability, convergent validity, and discriminant validity. In line with the guidance provided by scholars (Hair et al., 2021; Mueller and Hancock, 2008), we calculated the reliability of the latent constructs using Cronbach’s alpha, DH rho, and composite reliability (Table 4). The results unequivocally demonstrated that all items’ Cronbach’s alpha, DH’s rho (rho_a and rho_c), and composite reliability values surpass the 0.7 threshold, indicating robust internal consistency within the framework (Hair et al., 2021). Furthermore, it is worth noting that the average variance extracted for all items within each variable surpassed 0.50. This result supports adequate convergent validity and reinforces the unidimensional nature of each variable, as highlighted by Hair et al. (2021). Importantly, all variance inflation factor values remained below the acceptable threshold of 2.5, indicating a lack of multicollinearity in the dataset.

The discriminant validity of the model was evaluated using both Heterotrait-Monotrait Ratio, as presented in Table 5, and the heterotrait-monotrait ratio, as detailed in Supplementary Material 1. Table S2. It is important to highlight that in our study, all loading values (Fig. 2) exceeded 0.5 and were consistently higher than the corresponding cross-loadings (Supplementary Material 1 Table S3). This observation serves as strong empirical support for the discriminant validity of all the items employed (Fornell and Larcker, 1981). As suggested by Henseler et al. (2015), an optimal heterotrait-monotrait ratio of correlations below 0.90 signifies strong discriminant validity, which is met in our study, as demonstrated in Table 5.

Measurement model.

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Structural equation modeling

The study used structural equation modeling, adhering to the guidelines mentioned by Hair et al. (2021). The coefficient of determination, R², was used to gauge the effectiveness of the prediction model equations in elucidating endogenous constructs. Cohen (1988) categorizes R-squared (R²) values as substantial when they reach 0.75, moderate at 0.50, and weak at 0.25. Values exceeding 0.90 typically indicate overfitting. As illustrated in Table 6, our proposed model exhibited extensive explanatory ability for both brand equity (0.582) and reuse intention (0.629).

Based on the empirical result (Table 6 and Fig. 3), interaction (β = 0.138, p < 0.01), trendiness (β = 0.111, p < 0.05), customization (β = 0.119, p < 0.01), electronic word-of-mouth (β = 0.169, p < 0.01), trust (β = 0.336, p < 0.01) are significantly and positively connected to the brand equity, except entertainment (β = 0.019, p > 0.05) with the same. Similarly, brand equity (β = 0.345) and trust (β = 0.514) are found to be positively connected with reuse intention at a 1% level of significance. Therefore, Hypotheses H_2-8 are accepted, while H₁ is rejected.

Final model.

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The findings presented in Table 6 indicate that brand equity plays a significant mediating (positive) role in the relationships between interaction (β = 0.048, p < 0.01), trendiness (β = 0.038, p < 0.05), customization (β = 0.041, p < 0.01), electronic word-of-mouth (β = 0.058, p < 0.01), and trust (β = 0.116, p < 0.01) within the context of the brand equity and reuse intention relationships. However, it is worth noting that this mediating effect was not significant for entertainment (β = 0.007, p > 0.05) within the same relationships. Consequently, H_M2, H_M3, H_M4, H_M5, and H_M6, which proposed that brand equity mediates the relationships between trendiness, interaction, electronic word-of-mouth, trust, customization, and reuse intention, were supported; however, H_M1 was not supported.

Necessary condition analysis

NCA determines whether the presence of a specific factor is a prerequisite for the occurrence of a particular outcome while offering insights into the bottleneck level associated with this necessary condition, as outlined by Hauff et al. (2024). Table 7 displays the ‘d’ value for the effect size obtained through the NCA. This ‘d’ value serves as a quantitative indicator representing the extent of a particular phenomenon and is employed to explore a specific research inquiry, as explained by Kelly and Preacher (2012). In a broader research context, ‘d’ values falling within the range of 0 < d < 0.1 are considered indicative of a little effect, 0.1 < d < 0.3 signifies an intermediate effect, and 0.3 < d < 0.5 denotes a large effect as proposed by Hauff et al. (2024).

In this study, the effect sizes observed for the factors of entertainment and customization were found to lie within the specified interval of 0.1 to 0.3, as detailed in Table 6. Conversely, the effect sizes for interaction, trendiness, trust, electronic word-of-mouth, and brand equity were all below the 0.1 threshold. In addition, trust and brand equity in reuse intention fell below the standard value of 0.1. These effect sizes are considered to possess both theoretical and practical significance, consistent with the conclusions drawn by Van Der Valk et al. (2016). Following Kelley and Preacher’s (2012) guidance, where an effect size of 0.1 serves as the threshold, it can be deduced that the interaction between X and Y, X in terms of “trendiness,” X in the context of “electronic word-of-mouth,” and X representing “trust” are not deemed necessary conditions for Y in the context of “brand equity.” Additionally, X’s “trust” and “brand equity” are not necessary conditions for Y from the perspective of reuse intention. The outcomes of the NCA affirm that entertainment and customization, with effect sizes of d ≥ 0.1, are not only meaningful but also statistically significant (p < 0.05) as necessary conditions for brand equity.

Table 8 underscores that achieving a 50% level of brand equity necessitates the presence of two indispensable conditions: customization must not fall below 64.4% and trust must be maintained at no less than 32.2%. Similarly, attaining a 50% level of reuse intention requires a single crucial condition: trust must not be less than 32.2%.

This study explored how the components of social media marketing activities influence brand equity and, ultimately, logistics service reuse intention and whether the brand equity of logistics service providers mediates the relationship between the components of social media marketing activities, trust, and logistics service reuse intention. In brief, we proposed a total of 14 hypotheses, and during the empirical investigation, we determined that 12 of these relationships were indeed statistically significant, except H₁ and H_M1 concerning the entertainment of logistics service media. In short, the exogenous constructs demonstrated significant explanatory power over the endogenous construct, signifying a strong fit of the model to the investigation. The following sections present a detailed examination of these relationships.

Hypothesis 1 proposed that entertainment affects logistics brand equity. Thus, the findings of this study refute this hypothesis. This result is the same as the outcome of Hafez (2021), who indicated that entertainment did not have a favorable impact on brand equity. The logistics service industry is more concerned about service quality (Lin et al., 2023), unlike other industries such as tourism and the carting industry, which value entertainment and fun. The rejection of H₁ suggests that in this particular study and sample, the presence or provision of entertainment, such as engaging content or experiences, does not substantially contribute to enhancing brand equity. This finding may imply that other factors, such as interaction, customization, electronic word-of-mouth, and trust, play pivotal roles in shaping consumers’ perceptions of brand value and loyalty.

Hypothesis 2, which claimed that interaction positively affects logistics brand equity, is supported by the study. This outcome aligns with Hafez (2021). This suggests that interaction, which could include factors such as engaging with customers, providing responsive customer service, and fostering two-way communication, has a substantial positive effect on brand equity. Brands that engage consumers vigorously tend to enjoy stronger brand equity. Brands that prioritize building meaningful interactions with customers are likely to foster stronger brand relationships, leading to higher levels of trust, loyalty, and positive brand perceptions. Additionally, effective interaction strategies can provide a competitive advantage. Brands that excel in engaging with their audience can differentiate themselves in a crowded marketplace, potentially leading to increased market share and customer retention.

Similarly, hypothesis 3 was supported by this study revealing that trendiness was an important component of social media marketing activities, in line with Hafez (2021), and Seo and Park (2018). This suggests that trendiness, which likely reflects the contemporary and fashionable aspects of a brand or product, plays a significant role in influencing brand equity. Brands perceived as trendy and in line with current preferences tend to enjoy higher brand equity. Trendiness is often associated with a brand’s ability to resonate with current consumer preferences and cultural trends. Consumers’ perception of a brand as trendy, can lead to increased interest, positive brand associations, and stronger emotional connections.

Hypothesis 4 was also supported by the results of the studies, which is in accordance with Syahrivar and Ichlas (2018), Ahmed et al. (2023), and Hafez (2021). Online brand equity influenced purchasing decisions, and customers were more involved with the brand’s products and services than with others. Customization, which refers to the tailoring of products, services, or experiences according to individual customer preferences, plays a significant role in enhancing brand equity. Brands that offer customization options tend to have a stronger brand equity. By optimizing customization strategies, businesses can not only enhance brand equity but also build stronger customer relationships, boost customer loyalty, and differentiate themselves in competitive markets. Customization, when performed effectively, creates a more meaningful and personalized brand experience that can lead to long-term success. Similarly, this study uncovered a notable positive impact of electronic word-of-mouth on brand equity in the logistics industry, supporting as indicated in hypothesis 5. This finding resonates with that of Spackman and Larsen (2017), who observed a positive correlation between social media and brand equity in the context of student online course enrolment. This aligns with the findings of Ibrahim et al. (2020), who demonstrated a robust connection between social media marketing activities and brand equity. This indicates that customers’ electronic word-of-mouth activities, such as sharing information, recommending a logistics service provider through social media, and discussing the provider with friends, have a significant and positive influence on brand equity. When customers share positive experiences, reviews, or recommendations through digital channels, they reach a broader audience and contribute to building a positive brand image. Customers share their experiences, product photos, or recommendations on social media platforms (e.g., Facebook, Twitter, Instagram, TikTok). Brands can encourage sharing by creating shareable content, running social media contests, and offering incentives to generate user-generated content.

These outcomes signify that trust has a statistically significant and positive impact on both brand equity (supporting hypothesis 6) and reuse intention (supporting hypothesis 7), which underscores the importance of trust as a fundamental pillar of brand equity. The outcome aligns with the study by Ebrahim (2019). Brand equity incorporates various elements, including brand association, awareness, brand loyalty, and perceived quality. Trust plays a pivotal role in shaping these elements. When customers trust a brand, they are more likely to associate the brand with reliability, quality, and a positive overall image. Trust is often built through consistent and reliable interactions with brands. Brands that consistently deliver their promises and meet or exceed customer expectations are more likely to earn and maintain trust. Likewise, hypothesis 7 was supported significantly by the study results and was in accordance with Ibrahim and Aljarah’s (2018) study, which showed that trust positively affects revisit intention. This signifies that trust plays a vital role in influencing customers’ intentions to reuse the logistics service. Tian et al. (2022) and Ibrahim et al. (2021) concluded that when consumers place trust in a brand, they tend to exhibit a higher propensity to persistently utilize their offerings for repurchase. Brands that invest in building trustworthiness through consistent, reliable, and transparent interactions foster higher levels of trust among customers. Therefore, trust is a valuable asset that contributes to a brand’s long-term success and positive reputation. In addition, Hypothesis 8 stipulated that brand equity has a significant effect on reuse intention. This study also found similar results (accepted), which support past studies (Duh and Pwaka, 2023; Pancić et al., 2023; Langga et al., 2021). This highlights the crucial role of brand equity in influencing a customer’s intention to reuse logistics providers’ services. Brand equity encompasses factors such as brand reputation, perceived quality, loyalty, and positive associations. When customers perceive a brand as having high equity, their inclination to trust it is heightened, and they become loyal to it. This trust and loyalty translate into greater intention to continue using the brand’s services. In addition, customers believe that a brand with high equity consistently delivers high-quality products or services, which encourages them to reuse these offerings. Trust is not only an indispensable component of brand equity but also a key driver of long-term brand success and the enhancement of brand reputation. A trust-based brand relationship provides companies with a sustainable competitive advantage, allowing them to maintain customer loyalty and increase customer lifetime value in dynamic market environments. In this way, brands can move beyond relying solely on short-term promotions or price competition and instead secure long-term business growth and customer retention through the establishment of deep customer trust.

By mediating analysis, five research hypotheses (H_M2, H_M3, H_M4, H_M5, and H_M6) for testing the brand equity of logistics service mediating impact between interaction, trendiness, customization, electronic word-of-mouth, trust, and logistics service reuse intention were supported; however, H_M1 (within the entertainment and reuse intention relationships) was not supported, as shown in Table 5. The positive interactions that customers have with logistics service providers lead to strong brand equity. This, in turn, affects their intention to continue using the providers’ services. Similarly, the perception of a logistics service provider as trendy leads to the formation of strong brand equity. This, in turn, positively affects customers’ intention to continue using the provider’s services. Brand equity serves as a mediator in the connection between customization and reuse intention by capturing the positive effects of customization on how customers perceive and value the brand. Customization enhances brand equity by demonstrating the brand’s commitment to meeting individual needs, which in turn, leads to higher customer loyalty and greater intention to reuse the provider’s services. Additionally, brand equity acts as a mediator by capturing the positive effects of word-of-mouth on reuse intention. This translates to the credibility and trust generated by positive word-of-mouth to enhance brand perception. When established, trust contributes to the development of strong brand equity by reinforcing brand reliability, quality, and overall positive perceptions. When trust is high, brand equity is also high, resulting in repetitive usage intention in the logistics industry. Finally, the rejected hypothesis (H_M1) indicates that brand equity is not indirectly related to entertainment and reuse intentions. Customers engaged in logistics services may have specific expectations regarding the core functions of shipping, tracking, and delivery. The introduction of entertainment elements may not align with these expectations and could even be perceived as distracting or irrelevant. Additionally, the logistics provider’s brand image and positioning may not emphasize entertainment features. In such cases, attempts to link entertainment with brand equity and reuse intention may not resonate with customers.

Theoretical implications

This study has the following theoretical implications: First, a better understanding of social media marketing theory in the logistics service sector which has proved a very important aspect in the Internet and Digital era, this work contributes to social media marketing activities in the logistics service industry. Relying on the stimulus-organism-response model, this study’s findings provide valuable insights into the connections between social media marketing activities, trust, brand equity, and logistics service reuse intention.

Second, this study empirically substantiates the mediating role of brand equity in the logistics industry. This establishes that brand equity serves as a bridge between various antecedent factors (interaction, entertainment, customization, trendiness, trust, and electronic word of mouth) and customer reuse intention. This finding enriches our theoretical understanding of how customer perceptions are formed and how they affect future intentions.

Third, this study underscores the pivotal role of trust in both brand equity and reuse intention. Trust has emerged as a central theoretical construct in the logistics domain, highlighting its significance as a foundation for customer loyalty and positive brand perception. This reinforces the existing theoretical frameworks on trust in service contexts. The direct influence of trust on brand equity and the indirect influence of trust on the reuse intention of logistics services were discussed and verified in this study. It bridges this gap in the social media marketing activities literature and calls for further investigation into different mediation roles in other industries.

Furthermore, this study offers context-specific insights by examining the logistics industry and shedding light on the limitations of entertainment as a driver of brand equity and reuse intentions within this sector. This contextual understanding contributes to a more nuanced perspective on the effectiveness of entertainment-related features in various service contexts.

Managerial implications

This study’s results have several managerial implications. First, managers in the logistics industry should recognize the critical role of brand equity in influencing customer reuse intentions. This finding implies that efforts to enhance brand perception, loyalty, and trustworthiness can directly affect customer retention. Investing in branding strategies and ensuring consistent brand messaging can lead to positive outcomes. This study also highlights the varying effects of different factors on brand equity and reuse intentions. Managers should tailor their marketing strategies to align with the most influential factors in their specific contexts. For instance, if customization is a significant driver, customization-focused marketing campaigns can be effective. To optimize customization as a strategy to enhance brand equity, businesses can implement several key strategies. These include using data-driven personalization to offer tailored recommendations and marketing messages, providing interactive product customization options, and tailoring marketing communications to individual customer segments. Creating user profiles, employing recommendation algorithms, and soliciting customer feedback are also essential for a personalized approach. Flexible pricing, personalized customer support, and customer-generated content can further enhance the customization experience. Continuous testing and optimization, privacy considerations, scalable solutions, employee training, and feedback loops are crucial components of successful customization strategies.

Second, given the central role of trust in both brand equity and reuse intentions, managers should prioritize trust-building initiatives. This includes transparent communication, reliability of service delivery, and consistent adherence to promises. Building trust is a long-term endeavor that pays dividends in terms of customer loyalty. Enhancing trust in the logistics industry is essential to cultivate enduring customer relationships. The key strategies include delivering reliable and punctual services, ensuring transparency in pricing and tracking, and maintaining open communication with customers. Quality assurance and security measures are vital for safeguarding shipments, while accessible customer support and feedback collection demonstrate a commitment to customer satisfaction. Showcasing sustainability efforts, certification, and trust guarantees can reinforce trust, as well as well-trained employees and customer testimonials. Collaborating with reputable partners, prioritizing data security, and engaging in community initiatives also contribute to building trust, all underpinned by the importance of consistency in service quality and branding.

Third, the positive influence of electronic word-of-mouth on brand equity suggests that managers should encourage and facilitate customer-generated content and reviews. Encouraging satisfied customers to share their experiences on social media and other platforms can help build a positive brand image. Enterprises should create shareable content, host contests, and incentivize user-generated content to boost electronic word-of-mouth. They should also participate in niche communities and forums relevant to logistics. Address queries and concerns in a positive manner to stimulate organic electronic word-of-mouth among enthusiasts. Business authorities should collaborate with influencers with a significant online presence. The recommendations and experiences shared with their followers can effectively drive their electronic word-of-mouth.

Furthermore, the dynamics of consumers’ preferences and perceptions change over time. Managers should implement systems for continuously monitoring customer feedback and market trends. Being agile and adaptive in response to changing customer expectations is crucial for maintaining brand equity and reuse intentions. To enhance brand trendiness and relevance, businesses should conduct ongoing market research, innovate their products with a focus on design and sustainability, create trendy content through social media engagement and collaboration, and prioritize customer feedback and personalization. Additionally, they should remain agile in adapting to changing trends, maintain brand consistency, and closely monitor their competitors and industry leaders for valuable insights and learning opportunities. Collectively, these strategies contribute to building trendier and more appealing brands in a dynamic market environment.

This study aimed to examine the relationships and influences of various factors, including social media marketing factors (interaction, entertainment, trendiness, customization, and word-of-mouth), trust, brand equity, and reuse intention, from the perspective of the logistics industry. This study also investigated the mediating effect of brand equity between social media marketing factors and reuse intentions in the logistics sector. Through empirical analysis and hypothesis testing, this research seeks to provide insights into the dynamics of customer perceptions and their implications for brand equity and reuse intentions in the logistics sector. The results show that trendiness, customization, interaction, and electronic word-of-mouth have a significant effect on brand equity. It is vital for logistics service companies to advance their competitiveness and superiority in social media, such as the WeChat platform and Tencent microblog in China. Given the substantial influence of trust on brand equity, logistics service providers must cultivate trust from a practical perspective. By doing so, they can leverage the significant competitive and economic benefits stemming from brand equity as valuable market-based assets. Differing from some studies, this study’s results showed that entertainment has no significant relationship with brand equity, and this encourages logistics companies not to pay more attention to entertainment and other fancy content in social media; on the contrary, interaction, trendiness, and so on should be paid more attention to enhancing brand equity and reuse intention. The study also revealed a mediating mechanism in the connection between social media marketing activities, trust, and reuse intentions. Brand equity has a significant mediating effect on interaction, trendiness, customization, trust, electronic word-of-mouth, and reuse intention. Overall, this study underscores the importance of understanding customer perceptions, preferences, and behaviors in the logistics sector. By focusing on these factors and implementing the recommended strategies, logistics companies can strengthen their brand equity, foster customer trust, and drive reuse intentions, ultimately achieving sustained success in a competitive marketplace.

Nevertheless, the model mentioned in this study did not consider moderating variables such as demographic factors, including age, sex, occupation, and monthly income. These factors can potentially influence logistics service customers’ decision-making processes. Therefore, future research should explore the inclusion of moderating variables, such as demographic characteristics (e.g., gender and age), to conduct a more comprehensive examination of how these factors impact perceptions of brand equity and the intention to reuse logistics services. Second, trust was considered an independent variable in the study model, whereas the connection between social media marketing activities and trust was also verified by some scholars, and the link between brand equity and trust was either two-way or one-way. All these shortcomings remain unresolved. Third, this study employed a cross-sectional research design that involved gathering data at a single point in time. Longitudinal studies offer a more in-depth understanding of how these relationships evolve over time and the impacts of changing market conditions. Fourth, the rejection of entertainment as a predictor of brand equity opens the door for further investigations. Researchers should delve deeper into the nuances of the relationship between entertainment and brand equity. This could involve examining whether specific types of entertainment, content, or channels have varying effects on brand perception. Finally, to better represent a wider population, it is recommended that more diverse sampling methods be employed in future research. Considering offline channels for data collection, such as collaborating with major logistics companies to assist in obtaining the sample population, may enhance the diversity and validity of the sample, thereby improving the effectiveness and reliability of the research results.