Abstract:
"Social media has become the most defining technologies that is popularly used in the
recent times. This usage ultimately explains why businesses reportedly use social media
marketing through Facebook and Instagram as mainstream marketing communication
for brand outreach. Although Sri Lankan fashion retailers have started to move to online
business and utilize social media, they still use it as a communication tool rather than a
strategic tool without understanding its true purpose in the creation of brand awareness.
This paper identifies the impact of social media marketing dimensions on the creation
of brand awareness in Sri Lankan fashion retail industry. This study was examined
through a deductive approach and quantitative research via primary; online survey
distribution and secondary data; journals and online publications respectively. The data
was collected, analysed, and the findings on the relationship between the SMM
dimensions and brand awareness were displayed using SPSS software. The hypothesis
demonstrated that all five SMM dimensions (entertainment, customization, interaction,
EWOM, and trendiness) have an impact on the creation of brand awareness. Finally,
the study concludes with recommendations for future studies aimed at broadening
research objectives and enabling fashion retailers to improve brand outreach in the
online market."
