THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY AMONG FEMALE FASHION CONSUMERS IN COLOMBO DISTRICT SRI LANKA
Dissanayake D.M.T. D1*., Sajeewani K.P.T.2
12Department of Business Management, Faculty of Business Studies and Finance, Wayamba University of Sri Lanka.
1tanyad@wyb.ac.lk, 2thakshilakpts@gmail.com
1ORCID: https:// orcid. Org/0000-0002-6360-1482
2ORCID: https://orcid.org/0009-0007-3057-8427
ABSTRACT
The present study is focused on analyzing the effects of social media marketing activities on brand loyalty among the female fashion consumers of Colombo in Sri Lanka. The theoretical model was constructed by combining the uses-and-gratifications theory with various aspects of social media marketing activities including entertainment, interaction, trendiness, and customization that has been revealed in previous empirical studies in digital and fashion industry. Quantitative analysis of survey responses from 384 females led to the determination of this research that all five social media marketing activities have a positive and significant influence on brand loyalty. The three factors in the order of strongest drivers were entertainment, interaction, and trendiness, while customization and electronic word- of-mouth were not too far behind. These findings impress upon the delivery of fun and interactive content, being updated about fashion trends, offering personal experience, and the use of positive word-of-mouth to reinforce brand loyalty among female fashion consumers of fashion goods. The insight herein provides valuable guidance to help fashion brands in improving their social media marketing initiatives and hence building relationships that will last long with their target audience.
Keywords: Social Media Marketing Activities, Brand Loyalty, Fashion industry, Female Fashion Consumers, Colombo District
