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<p>This study investigated the impact of five dimensions of social media marketing activities (entertainment, interactivity, trendiness, customization, and electronic word-of-mouth) in the Chinese e-commerce sector on brand awareness, brand loyalty, brand credibility, and repurchase intention, by employing the Stimulus-Organism-Response model. It also examined how consumer-brand interaction moderates these effects. The data were collected through questionnaires from Chinese social media users and online consumers, and 960 valid responses were obtained. The data were analyzed using Partial Least Squares - Structural Equation Modeling. These findings underscore the critical role of social media marketing activities in driving brand equity and influencing repurchase intention. Entertainment, interactivity, trendiness, customization, and electronic word-of-mouth of a brand are identified as key predictors of brand awareness, loyalty, and credibility. Additionally, consumer-brand interaction, particularly in strengthening brand credibility, plays a crucial role in promoting repurchase intention. However, the relationships between brand awareness and repurchase intention, as well as brand loyalty and repurchase intention, are not moderated by consumer-brand interaction, possibly due to other factors such as advertising and product quality. These findings have significant implications for effective marketing strategies and brand management in the social media and e-commerce contexts.</p>

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Beyond likes and shares: building brand equity and driving repurchase in China’s e-commerce market

  • 期刊论文

  • 发表日期：

    2026年6月17日

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  • Xiaoxiao Deng,
  • Abdullah Al Mamun,
  • Mohammad Nurul Hassan Reza,
  • Qing Yang

摘要

This study investigated the impact of five dimensions of social media marketing activities (entertainment, interactivity, trendiness, customization, and electronic word-of-mouth) in the Chinese e-commerce sector on brand awareness, brand loyalty, brand credibility, and repurchase intention, by employing the Stimulus-Organism-Response model. It also examined how consumer-brand interaction moderates these effects. The data were collected through questionnaires from Chinese social media users and online consumers, and 960 valid responses were obtained. The data were analyzed using Partial Least Squares - Structural Equation Modeling. These findings underscore the critical role of social media marketing activities in driving brand equity and influencing repurchase intention. Entertainment, interactivity, trendiness, customization, and electronic word-of-mouth of a brand are identified as key predictors of brand awareness, loyalty, and credibility. Additionally, consumer-brand interaction, particularly in strengthening brand credibility, plays a crucial role in promoting repurchase intention. However, the relationships between brand awareness and repurchase intention, as well as brand loyalty and repurchase intention, are not moderated by consumer-brand interaction, possibly due to other factors such as advertising and product quality. These findings have significant implications for effective marketing strategies and brand management in the social media and e-commerce contexts.