The research studied on the effect of social media marketing activities (i.e. customization, entertainment, interaction, trendiness, and word of mouth) on brand equity and brand loyalty towards fashion accessories among Chi-nese youth. The research also studied on the mediating effect of brand equi-ty by measuring the indirect effect of social media marketing activities on brand loyalty. Cross- sectional research design and quantitative approach are implemented. A total of 300 data were collected through online survey. Result of the research proved that entertainment, trendiness and word of mouth has significant positive impact on brand equity; and brand equity has significant positive impact on customer loyalty. Findings also revealed that brand equity mediates the association between entertainment, trendi-ness and word of mouth on customer loyalty. With the aim of increasing brand loyalty through social media marketing activities, Chinese fashion accessories industry should therefore consider social media marketing ac-tivities as an important marketing instrument by focusing on aspects in-cluding entertainment, trendiness and word of mouth.