Tarbiat Modares University Management Research in Iran 2322-200X 24 1 2021 09 29 The Impact of Social Media Marketing Activities On Customer Equity of Luxury Brands A Study of Dorsa Brand The Impact of Social Media Marketing Activities On Customer Equity of Luxury Brands A Study of Dorsa Brand 33 57 516 FA Zohreh Dehdashti Shahrokh 0000-0002-4736-224X Maryam Naeli Journal Article 2021 09 29 The global development of social media and the acceptance of luxury products among Iranian customers have significant effects on the marketing activities of luxury brands and their customer equity. The objective of this research is to examine the effect of Social Media Marketing(SMM) activities on customer equity of luxury brands. In terms of objective, this research was descriptive of survey type. The statistical population of the present research was Dorsa’s customers with a sample size of 384. In order to test the hypotheses, Structural Equation Modeling (SEM) and AMOS software were used. The results showed that SMM activities have positive impacts on value equity, relationship equity, brand equity, and attitudinal equity. Moreover, relationship equity and brand equity have positive impacts on customer equity, and purchase intention is directly affected by value equity and relationship equity. Eventually, purchase intention and brand experience had a positive effect on customer equity. The global development of social media and the acceptance of luxury products among Iranian customers have significant effects on the marketing activities of luxury brands and their customer equity. The objective of this research is to examine the effect of Social Media Marketing(SMM) activities on customer equity of luxury brands. In terms of objective, this research was descriptive of survey type. The statistical population of the present research was Dorsa’s customers with a sample size of 384. In order to test the hypotheses, Structural Equation Modeling (SEM) and AMOS software were used. The results showed that SMM activities have positive impacts on value equity, relationship equity, brand equity, and attitudinal equity. Moreover, relationship equity and brand equity have positive impacts on customer equity, and purchase intention is directly affected by value equity and relationship equity. Eventually, purchase intention and brand experience had a positive effect on customer equity. https://mri.modares.ac.ir/article_516_f3f27a324736617f20abbf2ffd806f6d.pdf