Premakumara, D. P. G. H. P.; Udovita, P. V. M. V. D.
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)
This study investigates the impact of social media advertising on brand loyalty in the cosmetics industry within the Western Province of Sri Lanka, emphasising the mediating role of brand engagement. Adopting a deductive ...