The effect of social media marketing on luxury brand customer equity among young adults

Previous studies have shown how young adults give high priority to brand consumption. The current study examines the influence of social media marketing by a luxury brand on young adults' customer equity and purchase intention. Based on an online survey of 225 young adult respondents, social media marketing was found to have a positive effect on value equity, brand equity, and relationship equity. Contrary to previous research, the study also found that young adult luxury brand customers place higher importance on value equity and relationship equity than brand equity as both significantly and directly influence customer equity while brand equity only indirectly influences customer equity.