2nd-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332

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Subject: search.filters.subject.Social Media Marketing

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    The Relationship between Social Media Marketing Activities and Consumer Purchase Intention: A Study with Special Reference to Mobile Telecommunication Industry in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2017) Arachchi, L.A.C.P.L.; Medis, A.
    Technology and the boom of the internet have encouraged people to connect with each other, share information and build relationships and the social web has presented a new form of communication through social media which allow people to interact and converse with each other. This presents marketers with the opportunity to affect consumers purchase intention through online marketing and social media. This social engagement by consumers has significant impact on marketing activities as marketers need to be aware of the factors affecting consumer’s purchase intention. The main objective of this research that follows is to identify the relationship between social media marketing activities and consumer’s purchase intention. The significance of this research study is that marketing communications has taken on a different dimension with the growth of online market places and the natural engage in social media marketing.
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    A Study on Impact of Social Media Marketing Of Fashion Retailer Brands in Sri Lanka on Customer Purchase Intention.
    (Department of Marketing Management, University of Kelaniya, 2017) Wijegunawardhana, S.M.; Weerasiri, R.A.S.
    Due to the high competition of the fashion industry and the rapidly changing customer trends a fashion market has been challenging to the marketers like never before. The degree of customer involvement in the social media has further revoked industry by opening more avenues to the marketers while challenging them at the same time by making customers more knowledgeable and powerful. The purpose of this study to check how this social media marketing is actually affects the overall purchasing decision dynamics of the customers. This is an exploratory research; a pre tested questionnaire distributed among 100 young adults who purchase clothing with the use of convenience sampling technique to capture data for the study. The analysis of the study attempts to find whether social media usage affect purchase intention of fashion related products. The findings clearly states that more than 60% of the respondents are engaging with the social media posts of fashion retail outlets in Sri Lanka.. So this gives an idea if these social media posts are creating more impressions that its reach. So there is a chance of these social media posts making sales not only to their followers list but to others as well.