Impact of Social Media Marketing on Customer Engagement in an Apparel Brand, Sri Lanka

W. Isuru Dananjana, D. L. Isuri Yasara and Nalin Abeysekera
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W. Isuru Dananjana: Mister., Institute of Chemistry Ceylon, Rajagiriya
D. L. Isuri Yasara: Miss., Institute of Chemistry Ceylon, Rajagiriya
Nalin Abeysekera: Professor, Dean, Faculty of Management Studies, Open University, Nawala, Sri Lanka

International Journal of Research and Scientific Innovation, 2024, vol. 11, issue 4, 968-987

Abstract: The fashion industry is highly competitive and ever-evolving to align with shifting customer trends, posing challenges for marketers. The widespread adoption of social media among customers has intensified this competition, offering new possibilities for marketers but also enhancing customer knowledge and influence. This study explores the impact of social media marketing on customer engagement in a Sri Lankan apparel brand. The data was obtained through an online questionnaire distributed randomly to customers of specific apparel brand following its social media sites. The statistical results indicated positive and significant correlations between Perceived Value, Percieved Quality, Service Quality, Surveillance, and Customer Engagement. The findings highlighted that social media marketing activities significantly increase customer engagement. Social media posts and activities have the potential to extend beyond immediate followers and influence sales suggesting the potential for increased sales through a broader reach. Therefore, companies should focus on maintaining the social media context and ensuring the quality of services, values, and trust of customers through social network sites. The findings of this study can be used in planning business strategies, marketing, and development plans in order of priority by following their resources, promoting customer engagement, and building and nurturing relationships with customers.

Date: 2024
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