Cultural Confluence in Fashion: Examining Social Media’s Role in Shaping Women’s Apparel through Indian Knowledge System

One of the most important factors influencing trends in the ever-changing fashion industry is cultural diversity. Social media has become a significant influence in fashion, particularly in women’s apparel, because it promotes cross-cultural engagement and the merging of traditional and new designs. This study explores how social media using the Indian Knowledge System (IKS) affects women’s fashion choices, with an emphasis on traditional textile, indigenous design principles, and sustainable practices. This study was to identify attributes of social media marketing (SMM) activities and to examine the relationships between those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through IKS using a structural equation model. This was done in light of the growing interest that luxury fashion brands are showing in the use of SMM. Entertainment, engagement, trendiness, customization, and word of mouth are the five characteristics that are considered to be social media marketing activities of luxury fashion businesses on the internet. Value equity, relationship equity, and brand equity all see considerable improvements as a result of their involvement. Value equity and relationship equity both showed large positive impacts on buy intention; however relationship equity did not have any meaningful influence on the level of purchase intention. “Last but not least, the relevance of the link between customer equity and purchase intention cannot be overstated. In addition to providing a reference for the management of their assets and marketing operations, the results of this research may also make it possible for luxury businesses to more correctly predict the future purchase behaviour of their clients.