This study investigates the impact of social media marketing activities on logistics brand equity and reuse intention in China. Using the stimulus-organism-response model and data from 932 participants, the study finds that interaction, trendiness, customization, electronic word-of-mouth, and trust positively affect brand equity. Brand equity, in turn, positively influences reuse intention. Mediation analysis reveals that brand equity mediates the relationship between the aforementioned factors and reuse intention. Entertainment, however, showed no significant effect on brand equity. The study highlights the importance of brand equity enhancement for logistics service providers.

Xiaofang Lin, Abdullah Al Mamun, Mohammad Masukujjaman, Qing Yang