Navigating the digital landscape: social media's influence on luxury brand equity and purchase intention

PurposeThe purpose of this study is to examine how social media affects luxury brand equity and purchase intention in Malaysia.Design/methodology/approachQuestionnaires were distributed across shopping malls in the Klang Valley, including Kuala Lumpur and surrounding areas, targeting Malaysian citizens aged 18 and above with a history of luxury purchases. Using random sampling, the study collected and analysed 300 valid responses.FindingsThe findings demonstrate that social media has a positive effect on luxury brand equity and that brand equity significantly influences purchase intention. However, the study reveals a negative impact of social media on purchase intention.Originality/valueThis study explores the profound impact of social media on luxury brand equity in Malaysia, revealing its role in shaping brand awareness, associations, uniqueness, loyalty and perceived quality.