Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand
Angela J Kim, Eunju Ko

Social media

Marketing communication

Cosumer comunicantes without any restriction

Brands and costumers are working together

Social media Marketing

Has become necessary to analyze the effects that this has on these brands

Impact on brands reputation

SMM generates an interaction with customers through social networks

Gucci: created a multicultural social network

Burberry launched a social networking with a non commercial purpose; what would later fall on sales increase

Dolce & Gabbana, invites fashion bloggers to their fashion shows, these instantly generates communication with fans of the brand

Equity

Value equity: utility of brans, quality, price

Relationship equity: objective and subjective evaluation of brand

Brand equity: subjective and intangible evaluation of the brand over its value

Purchase intention

Hypotesis

Marketing:

Marketing Strategy: increase sales and profitability

is and investment that improves customer

communication inform customers

Digital IQ Ranking

Brand presence and visibility

following content and influence on major social platforms

compatibility and marketing on different devices

Measures

perceived activities on brands social media

90% of Luxury brands are on Facebook

48% are on Twitter

Conclusions

SMM activities perceived by consumers were efficacious

SMM activities are influential to all customer equity

SMM contribute as an effective marketing communication methods