THE IMPACT OF SOCIAL MEDIA MARKETING EFFORTS ON BRAND EQUITY AND CONSUMER RESPONSES ON LUXURY BRAND IN PAKISTAN

Abstract

Purpose The puipose of this research is to examine the behavior that how social media presence of luxury brands are affected by social media marketing effort, brand equity and consumer response. Methodology & Design The main objective of this research is investigating the impact of social media marketing on the luxury brand sector. The type of this research is exploratory in which the information of data collection was primary in nature and the design of this surveys is quantitative. In this research we design hypotheses with the help of different literature and design the conceptual framework. Findings The impact between independent variables that are Social Media Marketing Efforts (SMMEs) and the depending variable that is Consumer response (CR) was found to be significant along with the mediation ofvariables ofBrand Equity (BE). Limitations Limitation is the short period oftime for the overall research study along with the collection of responses. Limited but most frequently used luxury brands were used in this study that may not be the true representation of all the brands available in Pakistan. Recommendations The future recommendation for this research according to the results, any social media marketing strategy should pay attention to entertaining content that is current and possible to engagement and interaction. Brands must pursue to encourage these features their social media website