Sustainable Knowledge-Based Enterprise Products Using AI-Powered Social Media for Enhancing Brand Equity: A Scientometric Review

Sanee MohammadEbrahimzadeh, Datis Khajeheian (), Taher Roshandel Arbatani, Somayeh Labafi and Samad Sepasgozar
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Sanee MohammadEbrahimzadeh: Department of AI & Computer Engineering, Knowledge-Based Enterprise, and School of Media Management, University of Tehran, Tehran 1417466191, Iran
Datis Khajeheian: Department of Media Management and Business Communications, Faculty of Business, College of Management, University of Tehran, Tehran 1417466191, Iran
Taher Roshandel Arbatani: Department of Media Management and Business Communications, Faculty of Business Management, College of Management, University of Tehran, Tehran 1417466191, Iran
Somayeh Labafi: Department of Society and Information, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran 1314156545, Iran
Samad Sepasgozar: School of Built Environment, University of New South Wales, Sydney 2052, Australia

Sustainability, 2025, vol. 17, issue 18, 1-39

Abstract: Sustainability-driven products rely heavily on market success and customer awareness to achieve their intended impact. While knowledge-based enterprises (KBEs) are committed to enhancing the sustainability of their products and services, they often face challenges in building brand equity and raising awareness of what makes their products sustainable, particularly within social media engagement. AI agents transfer social media and enable KBEs to promote sustainable products by enhancing brand equity. However, this requires an effective strategy to enhance brand equity among the new social media generation. This study highlights critical factors identified through a rigorous literature review that influence the enhancement of brand equity in KBEs, with a focus on sustainable development and brand innovation. This research employs a mixed-method approach using VOSviewer and NVivo software. A scientometric review of articles published in the Scopus database and a critical thematic analysis were conducted. Furthermore, Google Trends data were utilized to complement the analysis and propose a set of key factors and future directions. Out of 1552 articles extracted from scientific databases from 1994 until 2024, 33 articles were selected and thoroughly analyzed after a rigorous screening and evaluation process. The review demonstrates that social media enhances brand equity for KBEs by increasing brand awareness, improving their efforts in sustainable development, strengthening brand image, strengthening customer loyalty, and facilitating effective interactions. Moreover, leveraging brand innovation and focusing on sustainable development through social media amplifies these positive impacts, further influencing the brand’s perceived quality. This research uniquely identifies the value of sustainability in the brand equity model and the moderating roles of technological complexity and customer environmental sensitivity in this process. The research offers significant insights for managers of science and technology parks, guiding them to adopt effective social media strategies that create sustainable competitive differentiation and strengthen brand positioning in competitive markets. This study also establishes a strong foundation for future studies focusing on AI-powered tools for brand equity within the digital environment by proposing a set of factors that can be used by researchers to develop an initial model.

Keywords: brand equity; social media; sustainable products; knowledge-based enterprises; sustainable development goals (SDGs); innovation; digital branding; digital marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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