Nash regret has recently emerged as a principled fairness-aware performance metric for stochastic multi-armed bandits, motivated by the Nash Social Welfare objective. Although this notion has been extended to linear bandits, existing results suffer from suboptimality in ambient dimension $d$, stemming from proof techniques that rely on restrictive concentration inequalities. In this work, we resolve this open problem by introducing new analytical tools that yield an order-optimal Nash regret bound in linear bandits. Beyond Nash regret, we initiate the study of $p$-means regret in linear bandits, a unifying framework that interpolates between fairness and utility objectives and strictly generalizes Nash regret. We propose a generic algorithmic framework, FairLinBandit, that works as a meta-algorithm on top of any linear bandit strategy. We instantiate this framework using two bandit algorithms: Phased Elimination and Upper Confidence Bound, and prove that both achieve sublinear $p$-means regret for the entire range of $p$. Extensive experiments on linear bandit instances generated from real-world datasets demonstrate that our methods consistently outperform the existing state-of-the-art baseline.

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