The Role of Social Media Marketing in Shaping Brand Experience and Strengthening Customer-Based Brand Equity

Abstract

This study measures the impact of Social media marketing on Brand Experience and CBBE. Data was collected from 650 respondents of Delhi /NCR who follow fashion apparel brands on social media. Seven-point Likert scale was used to assess questionnaire items. The validity and reliability of the suggested instrument were evaluated using confirmatory factor analysis (CFA). SEM was done through AMOS to test the structural model. The results state that Social Media Marketing has a significant positive impact on Brand Experience and CBBE.