Abstract

• This study investigates the effects of social media marketing and brand image on consumers attitude towards single -brand apparel retailers to meet consumers response. A total of 175responsedents from three private banks in Yangon were surveyed through the structured questionnaire instrument with this respect. Both the correlation and regression were evaluated. Results reveal that customers are achieved approach behavior with the affective evaluation by providing the social media marketing (interesting content, scenario-based experience and user participation interaction). Regression analyses confirm that scenario-based experience and user participation interaction positively have significant effect on consumer internal evaluation; moreover, affective evaluation have the positive effect on customer response. Therefore, this study suggests that the single-brand apparel retailers need to provide positive interaction with the customers to achieve deep interaction and participation with social media marketing and brand image provided by single-brand apparel retailers.