ItemArticle

Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women

Title
Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women
Creator
Srivastava, Mallika; Sinha, Mudita
Description
Upper-middle-class working women, due to their aspirational consumption behaviour, social mobility and high engagement in fashion trends, are a key segment for masstige brands. Their high involvement in social media makes it the right platform for masstige fashion brands to interact with them for elevated engagement. This study examines the impact of social media marketing activities like entertainment, interaction, trendiness, advertisements and customization on the dimensions of masstige brand value and its subsequent impact on brand loyalty and word of mouth among upper-middle-class working women. A quantitative approach was used to examine the correlation among the identified variables of the study. To analyse the projected relationships of the study, the authors examined the data by following a three-step approach: (a) exploratory factor analysis to identify underlying constructs, (b) confirmatory factor analysis to validate measurement models and (c) structural equation modelling to test hypothesized relationships. Results indicate that masstige brand value is enhanced by strategically designed social media marketing activities, strengthening brand loyalty and encouraging positive word of mouth. The findings of this study offer valuable implications for masstige fashion brands looking forward to optimizing their social media marketing strategies for building long-term consumer relationships. 2026 Indian Institute of Management Kozhikode
Source
IIM Kozhikode Society and Management Review;
Date
01-01-2026
Publisher
Sage Publications India Pvt. Ltd
Subject
brand loyalty; masstige; masstige brand value; Social media marketing activities; word of mouth
Coverage
Srivastava M., SVKMs NMIMS, Karnataka, Bangalore, India; Sinha M., Christ University, Karnataka, Bangalore, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 22779752;
Format
online
Language
English
Type
Article

Citation

Srivastava, Mallika; Sinha, Mudita, “Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/23182.

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