THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY OF BEAUTY CLINICS

Abstract

The beauty clinics in Jeddah are medical cosmetic centers that offer excellent services in plastic surgery, cosmetics, skincare and laser treatment. This study aims to find the impact of social media marketing on brand equity of beauty clinics that are based in Jeddah, Saudi Arabia. Quantitative research method is used in this study and there are 100 random customers from different generations in Jeddah, Saudi Arabia who attend beauty clinics are participated in online questionnaire survey. The finding shows that social media has a high impact on the consumer’s perspective towards brand equity of beauty clinics. Social media plays an important in affecting consumer’s loyalty and the overall image of beauty clinics.