Digitalization of Brand Building: Social Media's Role in Driving Customer Equity and Purchase Intention for Apparel Brands
Year: 2026
Type: conference-paper
Study design: Observational Study
Abstract: Social media's introduction has fundamentally changed the marketing environment, bringing in a new paradigm where customer and brand interaction is more dynamic and engaging than it has ever been. Social media channels, where visual aesthetics have a big impact on customer behavior, have given clothing manufacturers a lot of traction. The purpose of this study is to investigate how social media marketing initiatives affect consumer equity, brand equity, and purchase intention in the clothing sector. It looks at the direct and intermediary relationships between these components, giving clothing companies useful information to improve their social media marketing tactics. Customers who have interacted with apparel businesses on social media platforms are the target audience for this quantitative survey-based research design. A quantitative correlation model that investigates the direct and mediating impacts of social media marketing, brand equity, brand awareness, brand image, brand satisfaction, and brand loyalty on purchase intention and customer equity was structured using the SmartPLS 4.0 software. A sample of 400 social media users in Quezon City, Philippines, served as the basis for the study. By offering a thorough knowledge of the interactions between social media marketing, brand equity, customer equity, and purchase intention in the context of the garment sector, the study's findings will add to the body of existing literature. The findings will also provide useful guidance for clothing companies on how to use social media marketing to improve their brand equity, customer equity, and eventually customer buying intention.
Institution: City of Malabon University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7202293671