The Effect of Social Media Marketing on Perceived Brand Equity of Fashion Brands in Jaffna District Sri Lanka

Abstract

Contemporary business environment has been drastically changed due to the market proliferation and media proliferation of online shopping by giving a vital advantage of many more good choices rather than traditional shopping method. In recent years, the rapid growth of digital platforms has raised the question of whether this growth has reduced the marketer's control of its brand management techniques and brands. Creating and maintaining Brand equity is crucial and complex one in the marketing environment, and identifying social media marketing's specifically influence on fashion brands in Jaffna district is essential. However, studies on brand equity calculation in Jaffna district are limited, questioning its relevance. The study has examined how social media marketing has affected Jaffna district fashion brands' total brand equity. A quantitative research approach had been adopted in this research and data collection taken place by the way of issued questionnaire as a research tool. Convenient sampling method had been used to analyze the data. It employed SSPS analyze the collected data. Based on the results obtained from the analysis. Regression analysis was carried out to test the hypotheses whilst main assumptions were reported in advance. The result suggests that all independent variable has a significant impact on the dependent variables. In addition to that researcher has given valuable recommendations based on the key findings.