In the rapidly evolving landscape of digital marketing, the influence of social media on consumer behavior has become a focal point of scholarly inquiry. This study delves into the intricate dynamics between social media interaction and the quality of relationships in the context of s-commerce, examining how these interactions impact customer loyalty and purchase intentions. It is imperative to note that while the study does explore the mediating role, it is not the primary focus. The core objective revolves around understanding the nuanced relationships between social media interaction and relationship quality. This clarification ensures a precise delineation of the research scope and objectives. Furthermore, it is worth emphasizing that while the study delves into customer loyalty, this aspect is not explicitly reflected in the title. However, the examination of loyalty remains an integral component of the research, providing a holistic view of customer behavior in the digital marketplace. By addressing the interplay between social media engagement and relationship quality, this study aims to provide valuable insights for businesses navigating the complexities of s-commerce. Through this research, we seek to illuminate the pivotal role of social media interactions in shaping customer-company relationships, thus offering actionable insights for practitioners and enriching the academic discourse in the field of digital marketing.

Professional identity among faculty members in private higher education institutions plays a vital role in shaping the quality and sustainability of these institutions. This research aims to investigate the factors influencing the professional identity of teachers in Chengdu's private higher education institutions. The study employs a theoretical framework centered on "identification" with behavior intention, behavior attitude, and sense of belonging as fundamental dimensions. Data were collected through questionnaire surveys and analyzed using SPSS 23.0. The study hypothesizes that behavior intention, behavior attitude, and sense of belonging have a significant positive impact on professional identity among faculty members. Additionally, behavior attitude, subjective norms, and perceived behavioral control are expected to have a significant positive influence on behavior intention, and subjective norms and perceived usefulness may positively affect sense of belonging. The results are expected to provide valuable insights for enhancing the professional satisfaction and educational quality of faculty in private higher education institutions.