Social Media Marketing Efforts of Apparel Brands on E-Word Of Mouth and Loyalty: Mediating Role of Brand Equity

Abstract

In light of developing interest in utilizing social media marketing (SMM) among luxury fashion brands, this study set out to recognize characteristics of SMM exercises and analyze the connections between those brand equity, social media marketing, and E-word of mouth, and brand loyalty. The main object of the research is to investigate the mediating relationship of brand equity between social media marketing and E-word of mouth and brand loyalty. Convenience samplings were used, and data was collected from survey questionnaires with a sample size of 204. This study was based on a luxury brand’s SMM, and respondents were limited to the customer who had bought Textile luxury fashion items in Pakistan. The result shows that Brand equity mediates the relationship between social media marketing towards brand loyalty and ewom. SMM exercises seen by the customer were altogether effective for brands’ future benefits. We also test the effects of brand equity mediation among social media marketing and word-of-mouth, and brand loyalty. The study has important implications for marketers to promote their business through SMM.