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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/309

Title: Impact of Social Media on Business Performance: Empirical Study on Apparel Fashion Brand Retailers in Sri Lanka
Authors: Samarasinghe, G.D.
Suwandaarachchi, C.M.
Ekanayaka, E.M.S.T.
Keywords: Apparel
Business Performace
Fashion Retailers
Social meadia marketing
Issue Date: 6-Apr-2016
Publisher: SLIIT
Series/Report no.: NCTM 2016;012
Abstract: Social media has become critical gradient in current marketing mix in general and in promotion mix specifically. Adapting some form of marketing online through social media is a key node for all businesses. This have a significant impact on handicrafts and fashion industries where trends are rapidly replaced by new coming . Even though the social media has been a strong and convenient marketing strategy, because of the less awareness and technicality involved in it, most of the businesses are not much aware of the concept or does not give much importance to it. Main objective of this study is to measure the effect of social media marketing on business performance in the apparel fashion brand retailer industry Sri Lanka. Outcome of this research helps the apparel fashion brand retailers to pay their attention on the areas in social media marketing that needs further investigations to improve the business performance. Survey based, quantitative research approach was adopted in achieving the research objectives.
URI: http://hdl.handle.net/123456789/309
ISSN: 1800 3591
Appears in Collections:NCTM - SLIIT 2016

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