Decoding the brand equity pathway to fast fashion repurchase intentions in emerging markets: the power of social media marketing activities

Purpose The rise of fast fashion and social media has significantly altered consumer buying patterns. However, the mechanisms by which social media marketing activities (SMMA) affect fast fashion consumer behavior remain understudied, especially in emerging economies. Grounded in stimulus-organism-response theory and the brand equity model, this study examines how SMMA influence brand awareness, brand image and brand value and, in turn, consumers repurchase intentions for fast fashion brands. Design/methodology/approach An online cross-sectional survey of 520 consumers was conducted, with 502 valid responses analyzed using structural equation modeling via the partial least squares method. Findings Results show that entertainment, interaction, customization, trends and electronic word-of-mouth generally enhance brand equity in fast fashion, except for entertainment’s effect on brand image and interaction and word-of-mouth’s effect on brand value. Brand awareness, image and value ultimately enhance repurchase intentions. Mediation analysis reveals that brand equity dimensions sequentially connect SMMA to repurchase intentions, demonstrating that the link between certain SMMA and repurchase intentions involves brand awareness, image and value and supporting a parallel mediation model. Originality/value This study offers a novel perspective on how SMMA, brand equity and repurchase intentions interact in fast fashion. It addresses this research gap by analyzing five SMMA and their effects on brand equity dimensions and repurchase intentions among fast fashion consumers. Furthermore, using stimulus-organism-response theory, this study examines the mediating role of brand equity attributes in the relationship between SMMA and repurchase intentions.