Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Srivastava, Mallika; Sinha, Mudita Title A name given to the resource Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived IIM Kozhikode Society and Management Review; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1177/22779752251414829" target="_blank" rel="noreferrer noopener">https://doi.org/10.1177/22779752251414829</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105029275417?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105029275417?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Srivastava M., SVKMs NMIMS, Karnataka, Bangalore, India; Sinha M., Christ University, Karnataka, Bangalore, India Description An account of the resource 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 Subject The topic of the resource brand loyalty; masstige; masstige brand value; Social media marketing activities; word of mouth Publisher An entity responsible for making the resource available Sage Publications India Pvt. Ltd Relation A related resource ISSN: 22779752; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online