Structural Equation Modeling of Social Media Marketing, Luxury Brand Equity, and Luxury Brand Loyalty that Affect Consumers’ Repurchase Intention of Luxury Brand Products in Bangkok

Abstract

This research aimed to (1) examine the goodness-of-fit of the structural equation model of social media marketing, luxury brand equity, and luxury brand loyalty influencing consumers’ repurchase intention of luxury brand products among consumers in Bangkok with empirical data; (2) study the influences of social media marketing, luxury brand equity, and luxury  brand loyalty on consumers’ repurchase intention of luxury brand products in Bangkok; and (3) develop a structural equation model of social media marketing, luxury brand equity, and luxury brand loyalty affecting consumers’ repurchase intention of luxury brand products through online distribution channels. The sample consisted of 430 consumers who had purchased luxury brand products via online distribution channels in Bangkok. Accidental sampling was applied, and data were collected using questionnaires. The data were analyzed using structural equation modeling (SEM). The findings revealed that the proposed model demonstrated a good fit with the empirical data (χ²/df = 2.600, CFI = 0.965, TLI = 0.954, RMSEA = 0.061, and SRMR = 0.050). Furthermore, the results indicated that: Social media marketing had a positive influence on luxury brand equity (H1); Social media marketing had a positive influence on luxury brand loyalty (H2); Social media marketing had both direct and indirect positive influences on repurchase intention for luxury brand products through luxury brand loyalty (H3); Luxury brand equity had a positive influence on luxury brand loyalty (H4); Luxury brand equity had a positive influence on  repurchase intention of luxury brand products (H5); and Luxury brand loyalty had a positive influence on repurchase intention of luxury brand products (H6).