UNVEILING THE POWER OF ONLINE REVIEWERS: HOW SOCIAL MEDIA MARKETING SHAPES CUSTOMER-BRAND RELATIONSHIPS IN LUXURY FASHION

Abstract

Existing literature highlights that social media users tend to trust content generated by other users more than material produced by corporate marketing departments or advertising agencies. However, there is limited understanding of how social media can effectively enhance brand trust and other critical brand relationship outcomes, especially in the context of luxury fashion marketing. This study investigates the moderating role of online reviewers in the relationship between social media marketing activities (SMMa) and relationship marketing paradigms, such as trust, commitment, and emotional brand attachment. Employing a purposive sampling method, primary data was collected through a survey conducted across colleges, coaching centers, shopping malls, and universities in Maharashtra. A sample of 450 responses was obtained, with 62% female and 38% male participants. The minimum sample size was determined using the G*Power program, and data analysis was carried out using a two-stage Partial Least Squares Structural Equation Modeling (PLS-SEM) technique to evaluate the proposed model and hypothesized relationships. The findings reveal that online reviews significantly and positively influence the relationship between social media marketing activities and brand outcomes, including trust, loyalty, and emotional brand attachment. The moderating role of online reviewers further amplifies engagement in social media marketing and enhances brand commitment, trust, and emotional connection. This research provides actionable insights for luxury fashion businesses by identifying key characteristics of successful social media marketing strategies. The study also offers a framework for managing social media presence and optimizing customer value, ultimately aiding in the prediction of consumer purchasing behaviors and the enhancement of brand performance in the rapidly evolving luxury market.