Exploresearch (ISSN: 3048-815X) ( Vol. 03 | No. 3 | July - September, 2026 )

The Impact of Social Media Marketing Activities on Brand Experience, Brand Equity and Consumers’ Purchase Intention of Luxury Fashion Brands

Author: Ravi Kumar

Purpose: This study looks at how social media marketing activities (SMMA) affect consumers' purchase intentions (CPI), brand equity (BEQTY), and brand experience (BEXP) with regard to luxury fashion businesses. Additionally, it looks into the moderating impact of demographic variables as well as the serial mediating functions of brand experience and brand equity. Methodology: Data was gathered from 400 North Indian social media users who follow high-end fashion labels. Partial Least Squares Structural Equation Modeling (PLS-SEM 4.1.1.2) was used in the study to evaluate hypotheses. Findings: SMMA has little direct impact on Brand Experience and Purchase Intention, it has a substantial impact on Brand Equity. However, Brand Experience and Brand Equity sequentially mediate the relationship between SMMA and CPI. The SMMA–CPI relationship is substantially moderated by demographic factors.

Kumar, R. (2026). The Impact of Social Media Marketing Activities on Brand Experience, Brand Equity and Consumers’ Purchase Intention of Luxury Fashion Brands. Exploresearch, 03(03), 158–173. https://doi.org/10.62823/exre/03.03.274

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DOI:

Article DOI: 10.62823/exre/03.03.274

DOI URL: https://doi.org/10.62823/exre/03.03.274

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