"This book focuses on qualitative discussions on issues related to digital marketing in the Luxury fashion brands. It addresses the relationship between computer-mediated marketing environments and luxury fashion brands. The advert of internet technologies along with its prototypical subsets are...

The study conducted primarily examined the effect of Social Media Marketing Effect on Brand equity in creating Purchase Intention and Customer equity. For this purpose, we employed structural equation modeling using Smart-PLS 3.0, the data of 312 respondents were collected through structured...