Unhiding the Effect of Social Media Marketing Activities & Benefits and Brand Experience on Consumer Based Brand Equity

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Volume 2 Issue 1 2021

Author(s):

Muhammad Zahid Iqbal
The Islamia University of Bahawalpur, Bahawalnagar Campus

Abubakar Javaid
The Islamia University of Bahawalpur, Bahawalnagar Campus

Humayun Akhtar
The Islamia University of Bahawalpur, Bahawalnagar Campus

Humna Shoaib
The Islamia University of Bahawalpur, Bahawalnagar Campus

Asad Tahir
The Islamia University of Bahawalpur, Bahawalnagar Campus

Abstract Customers are increasingly turning to professional social media networks to learn about businesses and make purchasing decisions. The purpose of this study is to get a better understanding of SMM activities customization and word of mouth, brand experience sensory experience and behavioral experience and social media benefits, cognitive and personal integrates and CBBE in the fashion house business environment by revealing whether marketers may impact customers' attitude toward the brand equity. The survey of 274 followers of high-end fashion companies on digital networking was utilized to evaluate the study model using a statistical programmed for the natural sciences. The data show significant mental, personal integrative, and socially integrative advantages, but not hedonic benefits, moderate the SMM–CBBE connection. Furthermore, brand trust, user engagement, and customer satisfaction are all substantially influenced by behavioral and attitudinal consumer engagement. Our studies might be used by luxury fashion management to design SMM tactics that improve Youngsters' overall business journey and customer loyalty evaluations in digital marketing contexts.
Keywords Social media; WOM; Brand experience; Customization; Cognitive
Year 2021
Volume 2
Issue 1
Type Research paper, manuscript, article
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name ILMA Journal of Social Sciences & Economics
Publisher Name ILMA University
Jel Classification -
DOI http://dx.doi.org/10.46745/ilma.ijsse.2021.02.01.03
ISSN no (E, Electronic) 2709-2232
ISSN no (P, Print) -
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Manuscript Processing Blind Peer Reviewed
Format PDF
Paper Link http://ijsse.ilmauniversity.edu.pk/ijsse/arc/Vol2/pdf/3.pdf
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