Impact of Social Media Marketing Activities, Hedonic and Utilitarian Value of Clothing Brands on Customer Based Brand Equity With Mediation of Brand Experience Using S-O-R Model

Abstract

Digital marketing has taken Centre stage across the marketing landscape due to the embedment of technology, thereby creating an environment that is highly engaging for customers, predominantly on social media (Koay, Ong, Khoo, Yeoh, & Logistics, 2020). Facebook and Instagram, for instance, have been stated to have about 2 and 1 billion daily vigorous users, respectively (Koay et al., 2020). Recently, it is further reported that adults in the United States spend an average of 45 minutes daily surfing social interacting sites mainly via smartphone devices (C. G. Ding & T. H. J. E. J. o. M. Tseng, 2015). Hence, these numbers indicates that uplifts in activities on social broadcasting websites is used as a foundation of marketing connections for different businesses (Koay et al., 2020). The study of brand equity is based on two perspectives(finacial and customer based brand equity) (Sisodia, 2019). Recent researchers found the model of consumer based brand equity which encourage coustomers from identification of the brand to reletionship with the brand (Singh, Bajpai, & Kulshreshtha, 2020). In past twenty years there has been remarkable research done in the area of customer based brand equity and it is still an emerging field of research (Yu, Yuan, Kim, & Wang, 2020). The position and value of digital marketing which is very important for the success of a business cannot be overstated in present strengthened and digital world. To respond clients and to generate contacts with industry leaders and to tell the story of their success of brand in an imaginative, open and visually attractive way strong and effective companies are carving out virtual space. Irreplaceable opportunity offers by digital marketing to assess the elements of strategy which are effectively working and bombing in real time (Malar, 2016). Every company either to be a four person business startup or an international corporation has a chance to make a huge online impact on consumers because of new and simple digital marketing system and structure (Koay et al., 2020). Digital content is used by people on everyday base all over the globe. Traditional marketing platform will disappear very soon because digital market will take it over completely. There are