THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND EQUITY IN THE LUXURY PRODUCTS

Abstract

The purpose of the research is to investigate the impact of the social media marketing activities of Instagram, which includes: entertainment, interaction, trendiness, customization, and WOM on brand equity (brand association, brand loyalty) of luxury products. The research data were gathered from the statistical population of Instagram users using the online questionnaire. Three hundred and seventy-two questionnaires were used to collect the data. A conceptual model was used to analyze the conceptual model with an analysis of variance-based structural equation. According to the results of the structural part of the model, the effect of five independent variables on affective brand loyalty variables and brand associations have been directly and significantly supported. Therefore, the collected evidence from the statistical society of the Instagram users has been observed according to the theoretical basis and expectation of the research and the hypotheses have been approved.