Today, the world is
evolving around social media and so is the business and business communication.
Social media platforms mainly Facebook in which commercial and social
networking elements have evolved in many ways to serve as business/ marketing
communication tool. Social media is recognized as an impressive form of online
communication where people create friendships, communities, network which
gather and share information, messages and ideas. Businesses nowadays use fan
pages to provide information of their products or services to existing and
potential customers with the aim of increasing the purchase intention. Hence
the marketing practitioners are keen to understand the impact of the consumer
purchase intention through their fan page. Accordingly, the purpose of this
study is to examine and analyse the impact of fan page engagement on consumer
purchase intention of fashion brands in Sri Lanka. The objective of the study
is to analyse whether or not the main features of fan page engagement which are
trust, EWOM (Electronic Word of Mouth) and value co-creation makes an impact on
Sri Lankan fashion brand consumers. Therefore, the researcher selected
quantitative research methodology adopting to the deductive research approach.
A self-administered questionnaire is distributed among 120 Facebook users.
Among 120 responses received, 105 completed questionnaires were finally
employed for statistical analysis.
Sample was selected based on non-random sampling method. Through the
existing literature; trust, EWOM and value co-creation are identified as three
independent variables while purchase intention is the dependent. The finding of
the research revealed that the EWOM (0.335,0.00) has a significant relationship
and value co-creation (0.655,0.00) has a significant positive relationship with
the purchase intention, yet the relationship of trust (0.142, 0.150) and
purchase intention was not significant.
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