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The Impact of Social Media Marketing on Brand Equity: A Case Study of Luxury Fashion Brands

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AI in Business: Opportunities and Limitations

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 516))

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Abstract

This study examined the transformational impact of social media marketing on brand equity with a special emphasis on the distinctive setting of luxury fashion businesses. This study investigated the complex relationships that exist between social media techniques and the aspects of brand equity, which include brand awareness, perceived quality, brand associations, and brand loyalty. A questionnaire was developed using the descriptive-analytical method to collect data from a small, random sample of Gazan people in Palestine. 304 respondents provided the data, which was then analyzed using simple regression. The results showed that social media marketing affected brand equity. The results of this study provided a detailed knowledge of how old branding paradigms are altered by digital channels, opening the door to strategic insights that make brand management easier in the dynamic environment of luxury fashion marketing.

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Authors and Affiliations

  1. The University College of Applied Sciences, Gaza, Palestine

    Mohammad Fayez Abu Sulaiman & Mohammed Hedar Sakallah

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  1. Mohammad Fayez Abu Sulaiman
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  2. Mohammed Hedar Sakallah
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Correspondence to Mohammad Fayez Abu Sulaiman .

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Editors and Affiliations

  1. Brunel University London, Uxbridge, Middlesex, UK

    Reem Khamis

  2. Brunel University London, Uxbridge, Middlesex, UK

    Amina Buallay

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Sulaiman, M.F.A., Sakallah, M.H. (2024). The Impact of Social Media Marketing on Brand Equity: A Case Study of Luxury Fashion Brands. In: Khamis, R., Buallay, A. (eds) AI in Business: Opportunities and Limitations. Studies in Systems, Decision and Control, vol 516. Springer, Cham. https://doi.org/10.1007/978-3-031-49544-1_15

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  • DOI: https://doi.org/10.1007/978-3-031-49544-1_15

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  • Print ISBN: 978-3-031-49543-4

  • Online ISBN: 978-3-031-49544-1

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