TAF PUBLISHING

This study investigated the influence of Social Media Marketing Activities on consumer’s response, intentions to buy, and mediating role of brand equity towards the apparel brands. This research explores these relationships by scrutinizing the top fifteen apparel brands on social media in Pakistan. An online structured questionnaire was developed on google form with five elements of social media marketing activities, three dimensions of Brand Equity, three sizes of consumer response, and intentions to buy. This study shows a positive and significant relationship between social media marketing activities, consumer response, buying intentions, and brand equity. The study results also show that up-to-date businesses have gradually considered social media platforms as a capable and efficient way to promote and meet the target population.