The Role of Facebook Marketing on Customer-based Brand Equity and Purchase  Intention in Fashion-wear Retail Industry, Sri Lanka

The Role of Facebook Marketing on Customer-based Brand Equity and Purchase Intention in Fashion-wear Retail Industry, Sri Lanka

Nisha Anupama Jayasuriya

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Dr S. M. Ferdous Azam

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Dr Ali Khatibi

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Dr Halinah Atan

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Dr Isuri Roche Dharmaratne

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α Sri Lanka Institute of Information Technology

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Abstract

In the contemporary environment, people experience things in a completely different way than the previous generation. The consumables, lifestyles and decision making has been affected and controlled by social media. With this new shift in consumer behavior, reaching the target customer groups via traditional channels may not be effective for business firms. Due to this reason, identifying the potentials of new channels become vital for business firms. This paper study the activities on marketing on such giant social network named Facebook and components of customer-based brand equity and purchase intention on the same platform. Customers of the fashion-wear retail industry were targeted for this study and survey method has been used for data collection. The relevant questionnaire was pilot tested among 40 Facebook fans of the reputed fashion-wear retailers in Sri Lanka. Based on the theories and expert opinions the measures of Facebook marketing, customer-based brand equity and purchase intention were identified. Reliability and validity of these constructs were tested and the remaining items were selected as the measures for these variables.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

Nisha Anupama Jayasuriya. 2018. \u201cThe Role of Facebook Marketing on Customer-based Brand Equity and Purchase Intention in Fashion-wear Retail Industry, Sri Lanka\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 18 (GJMBR Volume 18 Issue E7): .

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GJMBR Volume 18 Issue E7
Pg. 1- 10

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification: JEL Code: M31, M37

Submission ReceivedDecember 11, 2017
Peer Review Double Blind
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Accepted January 4, 2018
Published January 15, 2018

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December 11, 2018

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Article Matrices

Total Score: 105

Country: Sri Lanka

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Nisha Anupama Jayasuriya, Dr S. M. Ferdous Azam, Dr Ali Khatibi, Dr Halinah Atan, Dr Isuri Roche Dharmaratne, (PhD/Dr. count: 0)

View Count (all-time): 110

Total Views (Real + Logic): 2818

Total Downloads (simulated): 1414

Publish Date: 2018 12, Tue

Monthly Totals (Real + Logic):

Month 1: 40 views
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Total Views: 2818

Total Downloads: 1414

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