Short answer

Adopt a personalized and responsive social media strategy to cultivate deeper customer relationships and build robust brand equity.

Field
Innovation & Markets
Source
Neo Journal of economy and social humanities (2025)
Method
Quantitative research using Structural Equation Modeling (SEM-PLS).
Sample
150 participants
Evidence
Strong effect

Interactive, responsive, and personalized social media marketing strategies significantly enhance brand equity by fostering emotional connections and trust, leading to increased customer satisfaction and repurchase intentions. This innovation & markets research insight is drawn from a 2025 study published in Neo Journal of economy and social humanities. Using Quantitative research using structural equation modeling (sem-pls). with 150 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Adopt a personalized and responsive social media strategy to cultivate deeper customer relationships and build robust brand equity.

Study
Innovation & MarketsNew This WeekStrong effect

Personalized Social Media Engagement Drives E-commerce Brand Equity and Loyalty

Interactive, responsive, and personalized social media marketing strategies significantly enhance brand equity by fostering emotional connections and trust, leading to increased customer satisfaction and repurchase intentions.

Neo Journal of economy and social humanities · 2025

01

Key Findings

  • 01Social media marketing activities have a significant positive effect on brand equity, mediated by brand love and brand trust.
  • 02Brand equity has a direct relationship with customer satisfaction, which subsequently affects repurchase intention.
  • 03Interactive, responsive, and relevant social media marketing strategies increase emotional connections and trust.
02

Application

Design takeaway

Adopt a personalized and responsive social media strategy to cultivate deeper customer relationships and build robust brand equity.

How to apply

Develop a social media content calendar that emphasizes personalized interactions, prompt responses to customer inquiries, and transparent communication about products and services.

Project actions

  • 01Clearly define your target audience for social media marketing.
  • 02Measure customer engagement metrics (likes, shares, comments, response times) alongside brand perception surveys.
03

Method & Evidence

AimTo analyze the influence of social media marketing strategies on customer satisfaction and repurchase intentions through brand equity in e-commerce.
MethodQuantitative research using Structural Equation Modeling (SEM-PLS).
ProcedureData was collected from active e-commerce users in the Jabodetabek area through surveys. The collected data was then analyzed using SEM-PLS to determine the relationships between social media marketing, brand equity, brand love, brand trust, customer satisfaction, and repurchase intention.
Sample150 participants
ContextE-commerce platforms in Indonesia.

Variables

IVSocial media marketing strategies (interactive, responsive, relevant, personalized).
DVCustomer satisfaction, Repurchase intention.
CVBrand equity, Brand love, Brand trust, E-commerce platform usage.
04

Strengths & Limitations

Strengths

  • +Utilizes a robust quantitative method (SEM-PLS) to establish causal relationships.
  • +Focuses on practical implications for e-commerce businesses.

Limitations

Difficulty in isolating the exact impact of social media from other marketing efforts; potential for self-reporting bias in user surveys.

Reliability & validity

Reliability was likely assessed through internal consistency measures for scales used in the SEM model. Validity would be addressed through convergent and discriminant validity checks within the SEM framework, ensuring the constructs measured what they intended to measure and were distinct from each other.

Think critically

How might the effectiveness of these social media strategies vary across different e-commerce product categories or cultural contexts?

05

Design Principles

"Customer engagement on social media should be tailored, consistent, and transparent to foster trust and loyalty."

In the competitive e-commerce landscape, understanding how social media interactions build brand equity is crucial for sustainable growth. This research highlights that a strategic, personalized approach to social media marketing can translate into tangible business outcomes like customer retention and repeat purchases.

06

What This Means for Your Design

Using social media in a way that feels personal and responsive to customers helps them like and trust a brand more, making them more likely to buy again.

How to use in your project

  • 1.Use findings to justify the selection of social media as a marketing channel for a product or service.
  • 2.Incorporate personalization and responsiveness as design considerations for a brand's social media presence.
07

Add to My Project

08

Quick Cite

Paragraph starter

This study demonstrates that a strategic approach to social media marketing, focusing on personalization and responsiveness, is instrumental in building brand equity and fostering customer loyalty within the e-commerce sector. By cultivating emotional connections and trust, businesses can significantly enhance customer satisfaction and drive repeat purchase intentions, offering a clear pathway for sustainable growth.

09

Source

Neo Journal of economy and social humanities

Social Media Marketing Strategy to Improve Customer Satisfaction and Repurchase Intention Through Brand Equity in E-Commerce

journal · 2025

View source

Questions About This Research

What does the research say about personalized social media engagement drives e-commerce brand equity and loyalty?
Adopt a personalized and responsive social media strategy to cultivate deeper customer relationships and build robust brand equity. Evidence: Neo Journal of economy and social humanities (2025).
Why does "Personalized Social Media Engagement Drives E-commerce Brand Equity and Loyalty" matter for design?
In the competitive e-commerce landscape, understanding how social media interactions build brand equity is crucial for sustainable growth. This research highlights that a strategic, personalized approach to social media marketing can translate into tangible business outcomes like customer retention and repeat purchases.
How can designers apply this research?
Adopt a personalized and responsive social media strategy to cultivate deeper customer relationships and build robust brand equity.
What were the main findings?
Social media marketing activities have a significant positive effect on brand equity, mediated by brand love and brand trust.. Brand equity has a direct relationship with customer satisfaction, which subsequently affects repurchase intention.. Interactive, responsive, and relevant social media marketing strategies increase emotional connections and trust.
What research method was used?
Quantitative research using Structural Equation Modeling (SEM-PLS). with 150 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2025 journal from Neo Journal of economy and social humanities.
What should I do differently in my next project?
Develop a social media content calendar that emphasizes personalized interactions, prompt responses to customer inquiries, and transparent communication about products and services.
What are the limitations?
The study was conducted in a specific geographical area (Jabodetabek) and focused on active e-commerce users, which may limit generalizability to other regions or user demographics.