Abstract:
In today’s rapidly evolving digital landscape, social media marketing (SMM) has emerged as a critical tool for influencing consumer perceptions and shaping brand reputation (BR). This study focuses on the impact of SMM on BR in Pakistan’s fashion industry, with a particular emphasis on the mediating role of brand authenticity (BA). Using the case of Khaadi, a leading Pakistani fashion brand, the research explores how strategic social media practices enhance brand reputation while fostering authenticity among consumers. The study adopts a quantitative research approach, collecting data through structured surveys from Khaadi customers and performing social media sentiment and engagement analyses. Advanced statistical methods, including correlation, regression, and mediation analysis, were employed to test the hypothesized relationships. The findings reveal a significant positive relationship between SMM and BR, with BA mediating this effect. Specifically, SMM influences BR not only directly but also indirectly by enhancing perceptions of BA. This suggests that authenticity plays a pivotal role in strengthening the impact of social media strategies on brand reputation. The results underscore the importance of authentic digital engagement, where transparent communication, culturally resonant content, and ethical storytelling serve as key drivers of consumer trust and loyalty. The study also highlights the managerial role in shaping these perceptions, emphasizing the need for continuous monitoring of consumer feedback and alignment of social media practices with brand values. These insights provide valuable contributions to both theory and practice. Academically, the study bridges the gap in existing literature by empirically validating the mediating role of BA in the SMM-BR relationship within the context of Pakistan’s fashion industry. Practically, it offers actionable recommendations for Khaadi and similar brands, including the adoption of authentic storytelling, enhanced social media training for marketing professionals, and regular evaluation of engagement metrics to refine digital strategies. In conclusion, this research illustrates the transformative potential of SMM in enhancing brand equity when combined with a strong emphasis on authenticity. It provides a framework for leveraging social media to build and sustain a positive brand image in competitive and culturally sensitive markets. The findings are particularly relevant for emerging economies, where digital platforms are becoming integral to consumer-brand interactions.
