THE IMPACT OF SOCIAL MEDIA INFLUENCE, BRAND EQUITY, AND MARKETING MIX TOWARDS BRAND REPUTATION OF ZARA

Abstract

This study aims to examine the impact of social media influence, brand equity, and marketing mix on the brand reputation of Zara in the fast fashion retail industry. A quantitative research approach was employed, and data were collected through an online questionnaire distributed to consumers in Thailand who are familiar with Zara. A total of 400 valid responses were analyzed using descriptive statistics, and multiple regression analysis. The findings shows that Marketing Mix has the strongest impact on Brand Reputation, followed by Brand Equity and Social Media Influence have significant impact on brand Reputation at the statistically significant level of .05. The results provide practical implications for fashion brand managers by highlighting the importance of strengthening brand equity, managing effective social media engagement, and optimizing marketing mix strategies to enhance brand reputation and maintain competitiveness in the fast fashion market.