IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-05303064.html
   My bibliography  Save this paper

The Impact of Fan Page Engagement on Consumer Purchase Intension on Fashion Brands in Sri Lanka

Author

Listed:
  • N. Nimanthac Liyanage

    (Department of Business Administration, University of Kelaniya, Sri Lanka.)

Abstract

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.

Suggested Citation

  • N. Nimanthac Liyanage, 2019. "The Impact of Fan Page Engagement on Consumer Purchase Intension on Fashion Brands in Sri Lanka," Post-Print hal-05303064, HAL.
    • Handle: RePEc:hal:journl:hal-05303064
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-05303064. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.