Advancements in social media marketing have fundamentally transformed how companies engage with consumers. However, its impact on customer repurchase intention, particularly through emotional brand connections, remains insufficiently explored. This study investigates the impact of social media marketing on repurchase intention by examining the mediating role of Brand Resonance Value. A quantitative method was used by distributing surveys to 230 users of digital food platforms in Makassar. Data were analyzed using Structural Equation Modeling (SEM) to assess the relationships among social media marketing, Brand Resonance Value, and repurchase intention. The findings indicate that social media marketing significantly enhances both Brand Resonance Value and customers' intention to repurchase. Furthermore, Brand Resonance Value serves as a critical mediating factor that links social media marketing efforts to customer loyalty. These results underscore the importance of businesses designing social media strategies that not only capture consumer attention but also foster deep emotional bonds with their brands. Strengthening Brand Resonance Value through digital engagement can thus play a pivotal role in sustaining long-term customer relationships and driving repeat purchases.

This study presents a structural equation model to describe the interrelationships between Digital Marketing, Brand Articulating Capability, Brand Resonance Capability, and Marketing Performance. It employs a cross-sectional study to examine the relationships among those research variables. This study utilized a survey methodology, which involved gathering data from 292 participants who were representatives of small and medium enterprises (SMEs) in South Sulawesi, Indonesia. Out of the 292 questionnaires distributed, 270 were considered appropriate for analysis. Four hypotheses were formulated and examined by employing structural equation modeling (SEM) analysis, which revealed several noteworthy findings. The results suggest that SMEs with a stronger focus on digital marketing are more likely to enhance their capacity to articulate their brand, leading to improved marketing effectiveness. In contrast, those with a higher level of Digital Marketing tend to acquire brand resonance capabilities. The findings of this study highlight the significance of the Brand Articulating Capability and Brand Resonance factors in improving the impact of Digital Marketing on Marketing Performance, hence facilitating the growth of SMEs.