The Impact of Social Media Marketing towards the Purchase Intention among Generation Y and Z with Reference to Franchise Fast Food Industry in Colombo District

The Impact of Social Media Marketing towards the Purchase Intention among Generation Y and Z with Reference to Franchise Fast Food Industry in Colombo District

Udanee Samarasinghe

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Separamadu H. N.Lakchan V. A. S. M

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Jayasinghe M. A. N. D

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Dharmagunawardhana P.V. M. S. D.

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Samarasinghe H.M.U.S.R

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Rathnayake

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Rathnayake R.M.N.M

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Sri Lanka Institute of Information Technology

The Impact of Social Media Marketing towards the Purchase Intention among Generation Y and Z with Reference to Franchise Fast Food Industry in Colombo District

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Abstract

Out of the source characteristics, the study discovers the impact of social media marketing towards purchase intention among generation Y and Z referring to fast food franchises in the Colombo district. Although there were many studies conducted in other countries on the impact of social media marketing towards purchase intention, there is a deficiency of literature in the Sri Lankan context regarding the same area. Furthermore, this study explores how the purchase intention differs from one generation to another. The study focuses on generation Y and Z. Franchise fast food industry in Sri Lanka is using social media marketing widely for marketing activities compared to other industries.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

Udanee Samarasinghe. 2021. \u201cThe Impact of Social Media Marketing towards the Purchase Intention among Generation Y and Z with Reference to Franchise Fast Food Industry in Colombo District\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 21 (GJMBR Volume 21 Issue E1).

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GJMBR Volume 21 Issue E1

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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification JEL Code: M30

Submission ReceivedFebruary 11, 2021
Peer Review Double Blind
Handling Editor
Accepted March 3, 2021
Published March 15, 2021

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