This study aimed to investigate consumers’ luxury brand purchase intention in Bangladesh to close the identified research gap. The triangular theory of love and the media richness theory were employed as the foundation to develop the conceptual framework. The data were collected from 439 luxury brand consumers through online using purposive sampling technique, and estimated employing Partial Least Squares based Structural Equation Modeling. The findings depicted that firm-created social media communication (FCSMC) and user-generated social media communication (UGSMC) could not exert significant direct influence on consumer purchase intention while brand passion and brand loyalty played a significant indirect effect on the relationships between UGSMC and consumers’ purchase intention, and FCSMC and consumers’ purchase intention respectively. The results also articulated that consumers’ purchase intention was influenced by brand loyalty and brand passion. Furthermore, FCSMC wielded a significant impact on brand loyalty and UGSMC, likewise, UGSMC carried a substantial direct influence on brand passion. Finally, the study was expected to hold a lead by offering valuable insights and enriching extant literature. The study findings were equipped to extend existing knowledge with diverse theoretical and practical implications for social media marketers, managers, scholars, and other relevant stakeholders.