• REHAN HUSAIN
• AMNA AHMAD
• Prof. BILAL MUSTAFA KHAN

A brand signals to the customer the source of the product, and protects both the customer and the producer from competitors who would attempt to provide products that appear to be identical (Aaker, 1991). A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely (Chernatony and McDonald, 1998). Social media is an important research area, which is of interest to marketers as well as academicians. Researchers have been studying the impact of social media marketing (SMM) on dimensions such as brand equity, purchase intentions etc. Meagre literature is accessible on how social media marketing activities influences the brand experiences and which in turns leads establishment of positive brand attitude that will drive the purchase of luxury goods. In this study we have proposed a research model that depict the relationship between social media marketing parameters as well as brand experience. Therefore the main objective is to investigate the impact of SMM on three dimensions of brand experience (sensory, behavioral and social) and brand attitude. Based on the proposed model the researchers have formulated seven hypothesis related to it.

SOCIAL MEDIA

"The effect of Social Media marketing activities on Brand Experience and Brand Attitude of Luxury Personal Goods", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.341-350, February-2019, Available :http://www.jetir.org/papers/JETIR1902550.pdf

"The effect of Social Media marketing activities on Brand Experience and Brand Attitude of Luxury Personal Goods", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp341-350, February-2019, Available at : http://www.jetir.org/papers/JETIR1902550.pdf