Research
The Role of Facebook Marketing on Customer-based Brand Equity and Purchase Intention in Fashion-wear Retail Industry, Sri Lanka
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. This study provides a good starting point to identify measures of the three variables and lead to a more comprehensive research.
The Role of Social Media Marketing on Brand Equity – A Literature Review
The purpose of this study is to outline the past researchers in relation to the impact of social media marketing on consumer-based brand equity and finding out gaps in knowledge. Although there is a large body of researchesin social media marketing, little researches have been done on this topic. The limited awareness of using social media as a strategic tool, restricted business firms in utilizing it appropriately. To address this gap, this review papersummarise the scatteredscholar'swritings and empirical findings on social media marketing (SMM) and consumer-based brand equity (CBBE). This research contributes to the academia and industry by identifying some research voids in extant research and providing directions for future researches.
