THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND EXPERIENCE AND CONSUMERS’ PURCHASE INTENTION OF LUXURY FASHION BRANDS

Abstract

The study investigated the marketing activities on social media on brand experience and consumers’ purchase intention of luxury brands. The relationships of these constructs are explored by examining the top 10 luxury fashion brands in selected cities in Punjab (India). The primary data were collected from customers who purchased these brands and followed brands on different social media channels. A well-structured questionnaire method was used for data collection with five constructs of social media marketing activities, four dimensions of brand experience, and three dimensions of consumers’ purchase intention. The results indicated in this study that there is a significant relationship between social media marketing activities and consumers’ purchase intention of luxury fashion brands with the use of mediators’ brand experience. The results also showed that these brands can build positive relationships with their customers through social media channels. The study's findings also demonstrate how leveraging social media platforms may help companies and consumers have a better relationship. Through the use of the structural equation model, this study has filled in the gaps found in the previous research on social media marketing activities of the luxury brand.