Impact of Social Media Marketing on Building Brand Equity: An Emperical Study of Pakistan Apparel Brand

Abstract

Social media marketing has reached its eminent place worldwide. The purpose of this study is examined the social media marketing activities and its impact on brand equity. The relationship between social media marketing and brand equity in apparel brands is established. The study focused on the social media marketing usage by the textile industries as a tool for their marketing activities. A sample of the study totaling 250 customers was chosen using an administered questionnaire. Descriptive statistics and parametric tests were run using SPSS version20. Findings confirmed that social media marketing, content strategy, interaction, advertisement, reliability and brand equity are highly positive related.  Findings suggested a new direction in the context of Pakistan sample.