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Erschienen in:
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2024 | OriginalPaper | Buchkapitel

The Impact of Social Media Marketing on Brand Equity: A Case Study of Luxury Fashion Brands

verfasst von : Mohammad Fayez Abu Sulaiman, Mohammed Hedar Sakallah

Erschienen in: AI in Business: Opportunities and Limitations

Verlag: Springer Nature Switzerland

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Abstract

This study examined the transformational impact of social media marketing on brand equity with a special emphasis on the distinctive setting of luxury fashion businesses. This study investigated the complex relationships that exist between social media techniques and the aspects of brand equity, which include brand awareness, perceived quality, brand associations, and brand loyalty. A questionnaire was developed using the descriptive-analytical method to collect data from a small, random sample of Gazan people in Palestine. 304 respondents provided the data, which was then analyzed using simple regression. The results showed that social media marketing affected brand equity. The results of this study provided a detailed knowledge of how old branding paradigms are altered by digital channels, opening the door to strategic insights that make brand management easier in the dynamic environment of luxury fashion marketing.

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Vorheriges Kapitel Perceived Value and Affordability: Examining the Interplay in Consumers’ Purchase Intention of IoT Gadgets
Nächstes Kapitel Factors Affecting Consumers’ Adoption of Mobile Payment Technology in Palestine
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Metadaten
Titel
The Impact of Social Media Marketing on Brand Equity: A Case Study of Luxury Fashion Brands
verfasst von
Mohammad Fayez Abu Sulaiman
Mohammed Hedar Sakallah
Copyright-Jahr
2024
Buch
AI in Business: Opportunities and Limitations

Print ISBN: 978-3-031-49543-4

Electronic ISBN: 978-3-031-49544-1

Copyright-Jahr: 2024

DOI
https://doi.org/10.1007/978-3-031-49544-1_15

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