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

Purpose The purpose of this study is to examine how social media affects luxury brand equity and purchase intention in Malaysia. Design/methodology/approach Questionnaires 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. Findings The 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/value This 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.