Facebook Marketing in Fashion-wear Retail Industry

Facebook is one of a significant cause that impacts on changing human lifestyle. The effect of social media goes beyond the friends' network and effect on every aspect of society as political, sports, entertainment as well as business. The fashion-wear industry cannot take aside in this wave without changing. Though the usage of Facebook for business purpose is increasing gradually, the real potentiality of it has not yet been discovered. In most instances, Facebook has been used as a tactical tool, without knowing its strategic task. This study focuses on finding out the impact of Facebook on brand equity and purchase intention. To analyse the functionality of Facebook, G. Smith's Honey Comb model has been adapted to the industry. Honeycomb model is a rarely studied model and has a huge potentiality to improve.

Autorentext

Nisha Jayasuriya is a Senior Lecturer (Higher Grade) in Sri Lanka Institute of Information Technology. Her main fields of researches are social marketing, advertising, consumer behaviour and brand management. She holds a PhD in Management and Science University, Malaysia. Since 2015 she is a Chartered Marketer of the Chartered Institute of Marketing