The usage of social media marketing activities by various global brands is an emerging trend in global market. Today the modern era is considered as the age of social media marketing. Social media marketing considered being the more effective tool for commercial success. In modern era, business community knows that they can express their feelings, meanings for products and their marketability through social media marketing only. The purpose of this research is to explain how social media marketing factors work and how it attracts to the visitors in any exhibition. Social media marketing factors influence the viewers expectations in brands specially. To conduct this research study in visitors in various business exhibitions in Japan region on social media marketing, convenience sampling method has been used and total respondents size was 386. The data has been analyzed by using a research technique of Partial Least Square-Structural Equation Modeling and software SmartPLS. The results of this study revealed that some social media marketing factors like entertainment, trendiness, customization, interaction and word of mouth are valuable method to attract the visitors, generating the association among the customers and also provide the product quality to the viewers. Study explored that brand equity has impact on customer Responses, also found Brand Investment as a significant moderator between Social Media Marketing and brand Equity. The findings of this study are especially relevant for those situations where the marketers expecting to launch their products and also where it is expected that the commercials will only be seen once.