Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women
IIM Kozhikode Society & Management Review
Published online on January 28, 2026
Abstract
IIM Kozhikode Society & Management Review, Ahead of Print.
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 ...
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 ...