An investigation of the relationship between social media marketing and brand equity for fashion brands and the sustainability thereof

Abstract

Social Media Marketing (SMM) can be defined as a means through which individuals can engage with firms and brands through social media sites. Fashion brands are moving towards social media platforms in order to effectively market to consumers. However, it is difficult to measure the effect that Social Media Marketing has on brand equity. Brand equity is made up of underlying constructs namely; brand engagement, brand awareness and brand loyalty. Furthermore, the sustainability of Social Media Marketing has not been explored, presenting a gap in literature. For these reasons, this study aims to investigate the extent to which Social Media Marketing affects brand equity for fashion brands. An experimental method was used, whereby 60 participants aged 19 to 25 were randomly divided into control and experimental groups and were asked to complete a questionnaire, in order to investigate the influence that Social Media Marketing has on brand equity. Interviews were conducted with two marketing experts who have worked or are currently working in the fashion industry, in order to determine whether Social Media Marketing is sustainable. Findings from the study suggest that Social Media Marketing has a positive influence on brand equity. Each construct was evaluated and it was found that Social Media Marketing has a positive influence on brand awareness, brand engagement and brand loyalty. It was also found that Social Media Marketing is sustainable. These findings will enlighten fashion brands as Social Media Marketing will continue to be a relevant marketing tool in strategies in order to achieve marketing goals.