SOCIAL MEDIA MARKETING, BRAND EQUITY, AND CONSUMER RESPONSE

Abstract

A strong showing and movement structures accomplish client improvement, proficiency, and extended length affiliation achievement. Present business regions become more powerful through creating business areas, globalization, and imaginative headway, which have quickly changed the business world. Stages like Facebook, Instagram, Twitter, and YouTube are pushing propelling relationships toward another course utilizing the web entertainment show. Electronic redirection has attacked so remarkably into a colossal number of individuals' lives by and large it has correspondingly stood separated for support. This study will assist with closing what it means for Pakistani purchasers' purchasing conduct. The improvement of the site capacity subsequently upgrades client lead. Other analyzed data confirms that brand equity has a positive and significant effect on the purchase intentions of consumers. In the proposed model of this study, the relationship between brand equity and the dimensions of consumer behavior including the willingness to pay for an extra cost, brand preference, and purchase intention is investigated. A convenient sampling technique has been adopted to collect data from 200 local residents of Faisalabad aged 18-48 onwards who are active users of social networking sites i.e., Instagram, and Facebook, and follow luxury brands such as Nishat Linen, Khaadi, and Sapphire. The collected data has been coded in SPSS and analyzed in descriptive devices. Results proclaimed that an increase in social media marketing of luxury brand directly increase consumer buying behavior and hence, significantly increase brand equity. Keywords: luxury brands, consumer behavior, brand equity, social media marketing