The Impact of Fan Page Engagement on Consumer Purchase Intension on Fashion Brands in Sri Lanka | As

The world, as well as business and corporate communication, is growing around social media today. Commercial and social networking features have grown in numerous ways to act as business/marketing communication tools on social media platforms, particularly Facebook. Social media is a powerful type of online communication in which individuals develop connections, groups, and networks to acquire and exchange information, messages, and ideas. Businesses currently utilise fan pages to inform present and future consumers about their products or services with the goal of raising purchase intent. As a result, marketing professionals are eager to learn more about the influence of customer buy intent via their fan page. As a result, the goal of this research is to look into and analyse the influence of fans Consumer purchasing intentions of fashion businesses in Sri Lanka are influenced by page engagement. The study's goal is to see if the primary characteristics of fan page participation, such as trust, EWOM (Electronic Word of Mouth), and value co-creation, have an effect on Sri Lankan fashion brand customers. As a result, the researcher used a quantitative research method based on a logical research strategy. 120 Facebook users were given a self-administered questionnaire. Only 105 completed surveys were included for statistical analysis out of 120 replies collected. The sample was chosen using a non-random sampling approach. Trust, EWOM, and value co-creation are recognised as three independent factors in the available research, whereas purchase intention is the dependent variable. According to the study's findings, the EWOM (0.335,0.00) has although there is a strong positive link between value co-creation (0.655,0.00) and buy intention, the relationship between trust (0.142, 0.150) and purchase intention is not significant.

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