Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
Date: 11 June 2019
Level: Master thesis in Business Administration, 15 cr
Institution: School of Business, Society and Engineering, M.lardalen University
Authors: Dema Alsaadi Menna Elgamalaya
Title: Social Media Marketing activities effect on Customer Equity & Purchase
Intention Tutor: Prof. Ulf Andersson
Keywords: Customer equity, customer equity drivers, brand equity, relationship
equity, value equity, social media marketing and purchase intention
Research questions: 1. What drivers affect consumers purchase intention when being exposed
to social media marketing activities in the luxury fashion industry?
2. What relationship exists between the different factors?
Purpose: The purpose of this study is to identify the factors of perceived social
media marketing activities of luxury fashion brands, and to evaluate the
influence of those activities on customer equity and purchase intention, in
the GCC region.
Method: A quantitative research method in the form of a cross-country survey was
used to collect primary data. The survey was created with Google Forms
and compiled with Google Sheets and SPSS.
Conclusion: Customer equity drivers are affected by social media marketing
activities. The five activities can be considered efficient as they have an
impact on the three drivers, in various ways and are therefore viewed as
useful methods to market luxury fashion brands. Brand equity cannot be
included alongside the other drivers due to its lack of reliability within
the construct of the customer equity drivers. Therefore, it is considered a
driver on its own.
2019. , p. 50
Customer equity, customer equity drivers, brand equity, relationship equity, value equity, social media marketing and purchase intention