269 Copyright © 2022, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 14 DOI: 10.4018/978-1-6684-3430-7.ch014 ABSTRACT This research-based chapter investigates the impact of social media marketing on consumers’ online purchase intention in the context of luxury brands. Against the theory of planned behavior, theory of reasoned action, and social exchange theory, a conceptual framework was constructed with social media marketing as an independent variable, luxury perception as mediator, and online purchase inten- tion as the dependent variable. This study employed an explanatory research and quantitative method. Empirical data was collected using self-administered online questionnaire and data was collected from sample of 211 Malaysian online shoppers of luxury brands using snowball sampling. The collected data was subjected to normality and reliability assessment followed by confrmatory factor analysis (CFA), validity assessment, and structural equation modelling (SEM) using AMOS 24. Findings suggests that social media marketing positively infuences online purchase intention, and luxury brand perception mediates this relationship. The Effect of Social Media Marketing on Luxury Brand Purchase Intention Wenyi Leong Anglia Ruskin University, UK Omkar Dastane https://orcid.org/0000-0002-9921-859X UCSI Graduate Business School, UCSI University, Malaysia Herman Fassou Haba Université du Québec à Trois-Rivières, Canada