Influence of Social Media Marketing on Perceived Brand Equity of Fashion Brands in Sri Lanka

Abstract

The emerging market is presently witnessing the proliferation of online shopping by giving a vital advantage of many more good choices than traditional shopping. In recent years, the rapid growth of online shopping platforms has raised the question of whether this growth has reduced the marketer's control of its brand and brand management techniques. Brand equity is crucial in the marketing environment, and identifying social media marketing's influence on fashion brands in Sri Lanka is essential. However, studies on brand equity calculation in Sri Lanka are limited, questioning its relevance. The study has examined how social media marketing has affected Sri Lankan fashion brands' total brand equity. A quantitative research approach was adopted in this research and a questionnaire survey was conducted to collect data. The researcher used convenient sampling method to collect the data and questionnaire was used as the research tool. It employed SSPS-23 version analyze the collected data. Based on the results obtained from the analysis. It has executed the regression analysis to test the hypotheses whilst main assumptions were reported in advance. The result suggests that all independent variable has a significant impact on the dependent varibles. Aadditionally, researcher has given valuable recommendations based on the key findings whilst further research directions were also suggested at the end.