Purpose: The visual storytelling feature of Instagram provides luxury fashion brands with an appropriate platform to enhance their online presence and identity to build a greater connection with their audiences. This paper aims to examine how digital brand experiences on social media influence...

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...