Impact of Social Media Marketing on Customer Brand Engagement Behaviour: With Special Reference to Consumer Electronic Brands in Sri Lanka

Abstract

This study examined the influence of social media marketing activities on customer brand engagement behavior of the Sri Lankan consumer electronics market. The study adopted the quantitative research approach followed by a questionnaire-based survey involving 100 social media users of popular pages and online shops. Data were analyzed with Statistical Package for the Social Sciences (SPSS) version 20.0, including descriptive statistics, reliability analysis, correlation analysis, and regression analysis methods. The findings revealed that Awareness, Drive Traffic, and Share of Voice factors have a significant positive relationship with customer brand engagement (CBE) behavior. Further analysis identified that a 44.6% variance of CBE is explained by the Drive Traffic variable. It is believed that these findings will be useful to both researchers and managers, especially those in the consumer electronics market. For further studies, it is recommended this study expand to more industries and more social media marketing factors. In the dearth of studies in the Sri Lankan context, this study will contribute to the academia and professionals who are interested to study the influence of social media marketing on customer brand engagement behavior.