Social Media Marketing to Enhance Customer Equity on Fashion Apparel Brand among University Students

The motivation of this paper is to examine empirically the effect of social media marketing on value equity, relationship equity and brand equity on fashion apparel brand among Universiti Malaysia Kelantan (UMK) students who have high attributes of internet savvy’s and take delight in undertaking social media marketing. This study is backed by the use and gratification theory that creates desire for amusement and enhancement of information while people use social media marketing.  Data was collected by means of Google Form online survey from a total of 361 respondents. The simple random sampling approach was utilized to collect data from the respondents and data analyzed using the SPSS. The findings indicated that social media marketing activities, which are entertainment, interaction, trendiness, and customization had a positive effect on customers’ equity among students. The results confirm that social media marketing is one of the key success factors in enhancing customer equity. Further, the results showed that interaction is the first concern among the respondents. In other words, the communication between the apparel fashion brands industry with customers is important and helps to create relationships so that customers can get more information about them.