In an era where customer loyalty is more valuable than ever, especially in service-driven industries like logistics, a new study sheds light on how social media marketing can be a decisive factor in influencing brand perception and consumer behavior. The research, conducted by Lin Xiaofang and Abdullah Mamun Mohammad Masukujjaman Qingyang, explores the critical connection between digital engagement strategies and repeat service usage in China’s fast-evolving logistics sector.
Published in Humanities and Social Sciences Communication, the study focuses on a crucial business challenge: how to retain customers in a market where switching costs are low and competition is fierce. It draws from the Stimulus–Organism–Response (S-O-R) theoretical model to build a framework that links various elements of social media marketing with brand equity and customer retention outcomes.
From Theory to Practice: A Data-Driven Approach
To examine these dynamics, the researchers conducted a large-scale, structured online survey via popular Chinese platforms WeChat and QQ. The survey targeted adults with prior logistics service experience, ensuring a relevant sample base. Over several weeks, the team used purposive sampling methods to collect responses from 932 participants representing a broad cross-section of Chinese consumers.
The survey measured five key dimensions of social media marketing: entertainment, interactivity, trendiness, personalization, and electronic word-of-mouth (e-WOM). It also assessed consumer trust in logistics service providers and evaluated both brand equity and users’ intention to reuse services. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), a statistical technique suited for complex, multi-variable models.
Key Findings: What Drives Loyalty in Logistics?
The study found that interactivity, trendiness, personalization, e-WOM, and trust all had statistically significant positive effects on brand equity. These findings suggest that logistics companies that engage consumers through timely responses, up-to-date content, tailored messaging, and customer recommendations are more likely to build stronger brand identities.
Interestingly, the dimension of entertainment—often considered a central pillar of digital marketing—was found to have no significant impact on brand equity in this sector. According to the authors, this may be because logistics customers prioritize efficiency, reliability, and professionalism over purely entertaining content.
Brand equity, in turn, was found to have a direct and positive influence on customers’ willingness to reuse logistics services. This confirms that a strong brand not only attracts attention but also fosters repeat business, a critical component of long-term profitability in service industries.
The Role of Mediation: Brand Equity as a Bridge
One of the study’s most notable contributions is its mediation analysis, which reveals that brand equity acts as a key intermediary between marketing strategies and repeat usage behavior. In other words, while interactivity or e-WOM may not directly convince a customer to reuse a service, they do contribute to a stronger brand image—which then increases the likelihood of repeat business.
“Brand equity is more than a marketing metric—it’s a strategic asset,” the authors write. “In logistics, where services are intangible and highly competitive, building a trusted brand through social media engagement is essential for customer retention.”
Strategic Implications for the Logistics Industry
The study arrives at a time when logistics companies are under increasing pressure to differentiate themselves through customer experience and digital innovation. The findings offer clear guidance: to remain competitive, logistics providers must go beyond traditional advertising and embrace interactive, consumer-focused social media strategies.
Interactivity (e.g., replying to queries or engaging with feedback in real time) builds stronger customer relationships.
Trendiness keeps the brand culturally relevant and top-of-mind for younger, digitally-savvy consumers.
Personalization strengthens emotional connections by making users feel seen and valued.
Electronic word-of-mouth—such as user reviews, testimonials, or peer sharing—amplifies brand credibility.
Trust remains the foundation on which all brand relationships are built.
Furthermore, companies should be cautious about over-investing in entertaining content that doesn’t align with their service values or customer expectations. In logistics, where accuracy and timeliness are prized, substance may matter more than style.
Conclusion
This research offers timely and practical insights for logistics managers, marketing professionals, and business strategists. As digital channels become increasingly central to customer acquisition and retention, understanding the mechanics of social media marketing—and its influence on brand equity—is no longer optional.
The logistics sector has traditionally lagged behind in adopting consumer-centric branding strategies. But as this study illustrates, brands that adapt and innovate using social platforms can unlock powerful advantages: stronger brand equity, deeper trust, and higher customer loyalty.
For scholars and industry practitioners alike, the study provides a robust theoretical foundation and a compelling empirical case for rethinking how logistics providers engage with their audience in the age of social media.
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