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

Mallika Srivastava & Mudita Sinha

IIM Kozhikode Society and Management Review2026https://doi.org/10.1177/22779752251414829article
AJG 2ABDC C
Weight
0.50

What the paper says

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.

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https://doi.org/https://doi.org/10.1177/22779752251414829

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@article{mallika2026,
  title        = {{Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women}},
  author       = {Mallika Srivastava & Mudita Sinha},
  journal      = {IIM Kozhikode Society and Management Review},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/22779752251414829},
}

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

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.