L. B. Rajapaksha

University of Kelaniya, Sri Lanka

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Thilina Dk

Lecturer, University of Kelaniya, Sri Lanka

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ABSTRACT

 

The competition in the fashion retail industry of Sri Lanka is reaching new heights due to the various demands of the fashion consumers in Sri Lanka. As per the significant growth in the fashion retailing sector in Sri Lanka the marketers need to define the strategies to address their customer intentions. Especially with the rapid growth of social networking sites especially Facebook in Sri Lanka, fashion retailers have to align their social media strategies with the online behavior of the consumers. This is study; mainly focused to understand the influence of Facebook fashion retailers’ brand page and purchase intention among Sri Lankan Facebook users. Objectives of this research were to understand the influence of engaging on a Facebook brand page on purchase intention for fashion retail in Sri Lanka, therefore the researcher has investigated main construct of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) of Facebook brand page and their relationship with both Attitude towards Brand (ATB) and Purchase Intention respectively. Finally, to see whether there is a mediating effect of Attitude towards Brand on the relationship between PU and Purchase Intention and PEOU and Purchase intention respectively. The review is based on the theoretical rationale and supportive empirical findings. A descriptive statistical review is presented to reasoning why the fashion industry is considered as a context to be examined whilst empirical evidences are presented to support the arguments. The paper concludes with research propositions to examine how Facebook Brand Page make an influence on Consumer Purchase Intention.

 

Keywords: Facebook Brand Page, Fashion Retailing, Purchase Intention, Technology Acceptance Model

 

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