Impact of facebook, Instagram marketing and Search Engine Marketing (SEM) on customer behavior in the women’s fashion industry in Sri Lanka

Abstract

"Facebook and Instagram are major social media platforms known and used by people from around the world. Search Engine Marketing is also important in impacting customer behavior in several ways. The main aim of this research is to investigate the impact of facebook , instagram (FI) marketing and Search Engine Marketing(SEM) on customer behavior in the women’s fashion industry in Sri Lanka(WFISL).Qualitative research was conducted by constructing a semi-structured questionnaire and 8 interview sessions were conducted with each participant .Considering purposive sampling, participants were selected based on their age which is suitable for this research ,their location and their education levels and designation . Furthermore, with reference to the thematic analysis the themes identified were effectiveness of FI Marketing and SEM, Positive Impact on Customer behavior, Negative Impact on customer behavior, and Customer attitude.

Keywords- FI marketing, effectiveness of FI marketing and SEM on customer behavior, impact on customer behavior in the WFISL "