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

Nisha Anupama Jayasuriya; Dr S. M. Ferdous Azam; Dr Ali Khatibi; Dr Halinah Atan; Dr Isuri Roche Dharmaratne

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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§ Sri Lanka Institute of Information Technology, Sri L...

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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.

Data Availability

Not applicable for this article.

How to Cite This Article

Nisha Anupama Jayasuriya, Dr S. M. Ferdous Azam, Dr Ali Khatibi, Dr Halinah Atan, Dr Isuri Roche Dharmaratne. 2018. "The Role of Facebook Marketing on Customer-based Brand Equity and Purchase Intention in Fashion-wear Retail Industry, Sri Lanka". 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

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification JEL Code: M31

M37

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

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Issue date

December 11, 2018

Language

English

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Article Matrices

Total Score: 152

Country: Sri Lanka

Subject: Global Journal of Management and Business Research

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

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