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VOL. 10, ISSUE 9 (2023)
The impact of social media marketing on consumer purchase decisions towards Fast-moving consumer goods with special reference to consumers of Unilever Sri Lanka in Colombo district, Sri Lanka
Authors
J M Erandathi Chathurika Jayasekara, Pavani Colombage
Abstract
The study aims to investigate the impact of social
media marketing on consumer purchase decisions towards fast-moving consumer
goods with special reference to Unilever FMCG consumers in Colombo district, Sri
Lanka. How social media marketing related dimensions; customer engagement, electronic
word of mouth and brand loyalty are influencing the purchasing decision of
consumers is investigated in this study. Two hundred customers from Colombo
district are selected using convenient sampling method and a structured
questionnaire is used to collect primary data. Data analysis is done using
SPSS. The findings of the study releveled that customer engagement, electronic
word of mouth and brand loyalty have positive impact on consumer purchase
decisions. Further, brand loyalty attached to the social media marketing has
the greatest impact on consumer purchase decisions towards fast moving consumer
goods of Unilever Sri Lanka.
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Pages:5-10
How to cite this article:
J M Erandathi Chathurika Jayasekara, Pavani Colombage "The impact of social media marketing on consumer purchase decisions towards Fast-moving consumer goods with special reference to consumers of Unilever Sri Lanka in Colombo district, Sri Lanka". International Journal of Multidisciplinary Research and Development, Vol 10, Issue 9, 2023, Pages 5-10
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