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- Title
EXPLORING THE ROLE OF SOCIAL MEDIA MARKETING IN SHAPING PURCHASING INTENTIONS FOR T-SHIRTS IN SRI LANKA.
- Authors
De Alwis, A. H. M.
- Abstract
Purpose: This research aims to investigate the influence of social media marketing on consumers’ purchasing intention in the context of the T-shirt industry in Sri Lanka. It seeks to understand how factors such as Informativeness, Trendiness, Interactivity, Personalization, and Word-of-Mouth (WOM) contribute to consumers’ willingness to make T-shirt purchases. Design: The study adopts a quantitative research design, collecting data from 351 individuals actively using social media platforms in the Colombo District of Sri Lanka. It employs a structured questionnaire to assess demographic characteristics, social media marketing factors, and purchasing intention. Methodology: Data cleansing protocols were applied to ensure data accuracy, including outlier detection and mean replacement for random missing values. Reliability testing employed Cronbach’s Alpha coefficients, confirming the internal consistency of measurement scales. Correlation and linear regression analyses were performed to examine relationships between variables and identify the impact of social media marketing on purchasing intention. Approach: The research employs a systematic and rigorous approach, adhering to established protocols and statistical assumptions. It evaluates the validity and reliability of the data, assesses normality and linearity, and examines multicollinearity concerns. This approach ensures the credibility and consistency of the research findings. Findings: The study reveals that social media marketing factors, including Informativeness, Trendiness, Interactivity, Personalization, Word-of-Mouth, and the overall Social Media Marketing model, significantly influence consumers’ purchasing intention. These factors collectively account for 19.8% of the variability observed in purchasing intention. Originality: This research contributes to the field by providing empirical evidence of the impact of social media marketing on purchasing intention in a specific industry and geographical context. It emphasizes the importance of integrating social media marketing into marketing strategies for T-shirt businesses in Sri Lanka. Additionally, the study encourages further research into moderating and mediating factors, offering recommendations for future investigations.
- Subjects
SRI Lanka; SOCIAL media; CONSUMER behavior; T-shirt industry; WORD of mouth advertising
- Publication
International Journal Vallis Aurea, 2023, Vol 9, Issue 2, p1
- ISSN
2412-5210
- Publication type
Article
- DOI
10.2507/IJVA.9.2.1.102