Impact of Social Media Use on Consumer Based Brand Equity: A Study in Female Fashion Garment Industry, Sri Lanka

Abstract

The purpose of this research study is to investigate the influence of perceived Social Media Marketing activities on Consumer-Based Brand Equity. The main objective is to identify the impact of the Social Media use on Consumer Based Brand Equity of the Female Fashion Garment Industry in Sri Lanka. According to the Objectives and critically reviewed literature survey main four Independent variables are identified namely Interaction, Trendiness, Entertainment and Customization. To identify current level of Social media, use on CBBE and to test the above variables and its impact a questionnaire has been designed and distributed. The sample population selected based on random sampling technique which represents a variety of customers depending their Age, profession, income, etc. collected data analyzed using SPSS 25 software. The results indicated that social media marketing activities such as Interaction, Trendiness, Entertainment and Customization have a significant strong positive relationship on consumer-based brand equity namely Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality of the brand. The results help the female fashion garment industry to gain a clearer view of potential applications of social media platforms, thus improving their understanding of the impact of social media. This study can enhance social media strategy and design tactics to improve brand equity. The findings can also guide firms in evaluating which social media activity outcomes enhance brand equity of female fashion garment industry in Sri Lanka.