Examining the Influence of Electronic Word of Mouth on Purchase Intention of the Fashion Industry in Western Province, Sri Lanka: Social Media Perspective

Purpose: The research investigates the effects of Electronic Word of Mouth (eWOM) on Sri Lankan Western Province fashion consumers' purchase decisions. The research investigates the impact of information quality alongside credibility and adoption on consumer purchase choices. Design/methodology/approach: The study uses a structured survey to collect data from 384 social media users in the Western Province based on the Information Adoption Model. The research used statistical methods which are descriptive statistics, factor analysis, Pearson correlation, and multiple regression analysis to analyze the relationship between information quality and credibility and adoption, and their impact on purchase intentions. The sample was demographically diverse, with age and education. Findings: The research shows that eWOM adoption depends on information quality and credibility, which in turn drive positive purchase intentions among consumers. The research demonstrates the essential impact of eWOM on fashion industry customer buying choices. Originality: This research stands as one of the initial studies to utilize the Information Adoption Model in examining the Sri Lankan fashion market, it fills a notable gap in the literature by examining how information quality, credibility, and adoption influence purchase intentions in a developing Sri Lankan context. By focusing on a digitally active region and a highly visual, trend-sensitive sector, the study offers new insights into consumer behavior patterns shaped by social media in emerging sector. Implications: The research offers actionable recommendations for marketers and businesses, highlighting the need to enhance the quality and credibility of eWOM to establish consumer trust. Organizations that implement effective eWOM strategies will enhance their marketing success while driving sales performance and improving digital consumer choices.